Popular Mechanics is a magazine of popular science and technology. With a century-long history, it gained great popularity by presenting complex problems and concepts in intelligible yet interesting manners, especially among mid-age males. In today's transformative world, the brand needs to provide the audience of future generations with a more versatile experience both physically and digitally to continue its mission of inspiration for the next century.
The new logotype for Popular Mechanics consists of a clean sans-serif typeface with a custom modular font. The combination of curves and angles reflects the notion of presenting complex problems in an interesting and approachable way. Thanks to the long brand history, the logotype can appear as an acronym in many usages, allowing more flexibility.
Based on the concept of subdivision and unification, the new identity system begins with a single dash, called Component. Like a pixel or an atom, a Component can be paired with other ones and arranged to form a more complex system. Everything is a Component; everything consists of Components.
With Processing, the Component system can generate a unique typeface with inherent animation across any text. The same kinetics are also applied to image and video treatment. The software can transform any visual content into an identity system, working as a filter to accommodate the wide range of content that Popular Mechanics has.
The poster series aims to communicate the wide range of content that Popular Mechanics has to offer. From the micro to the macro, the series visually explores the underlying structural connection, demonstrating the impact of the small components on a higher system.
The interactive poster, Entropy, provides a unique introduction to the brand identity system. Using voice as input, the viewer can directly interact with the Component system and experience the notion of entropy—constant changes.
The digital experience is another crucial aspect of the identity system. The web and the app provide a clear, focused, uncluttered user experience with a refreshed design.