In the spirit of the eponymous design-scientist, the Buckminster Fuller Institute works to catalyse solutions to complex global problems.1 Like Fuller, though, BFI's communication was often esoteric and convoluted, hindering their reach and impact. BFI engaged Son&Sons, a small-but-mighty branding firm in Atlanta, Georgia, to overhaul their visual identity.
While also digging into Fuller's legacy, our team2 conducted a company-wide brand audit to better understand the problem at hand. To bridge our research and design efforts, we created a visually-rich brand strategy document to clarify and communicate our findings.
At the heart of BFI, and Bucky himself, is a desire to tear down the boundaries between creative disciplines, and unite them towards the building of a better world. With this key insight, we developed a visual identity positioning BFI as the crossroads of creative fields.
I am the point at which disciplines converge to create forward motion
The new visual identity for the Buckminster Fuller Institute works to embody the profound wisdom and playfulness of the man himself by referencing his life and work3 whenever possible and presenting it in a sophisticated, modern, approachable aesthetic. "I seem to be a verb," Bucky once said. And so, we aimed to make the identity system as active and kinetic as the man himself.