Making Motion Into Magic

Rokoko is a Danish brand creating motion capture solutions, equipping creators worldwide with the power of animating the human body. Regardless of their budget or technical expertise.

Following recent growth and expansion into new markets, Rokoko wanted to strengthen their visual identity. To illustrate their transition from a start-up to a credible scale up, we created a solid brand identity centred around a flexible and playful logo, that could both establish Rokoko as a serious player in its field and still pay homage to the grassroots of the company: The art of animation and the community of individual creators.

The logotype is set using our bespoke typeface “Rokoko Grotesque”. It consists of a wordmark and a symbol we dubbed “The spotlight”. The doughnut shaped symbol is originating back from Rokoko’s first tracking suit, without any real reason or story to it. We kept the iconic circular symbol in our rebranding, and gave it an active role in the design system going forward;
The spotlight can either shine a discreet but distinguishable light on Rokoko and its powerful motion tracking tools, or it can, more importantly, create a noticeable circle of attention for the real heroes of the brand: the creators of the amazing motion tracking animations out there.

But can a logo for a motion tracking company be standing still? Of course not! Rokoko is all about empowering creators to put their ideas and dedication into their projects in a simple, intuitive and fun way. That’s why we also wanted the logotype to not only be set in motion and mirror the product, but to have personality and humour.

Introducing “Roko”, the logotype that never stands still. A peculiar character - made out of characters - living his life on his own terms. Constantly exploring the world, curiously and charismatically. Unexpected and unpredictable, he takes on everything from martial arts to yoga, not always with perfection — but always with subtle humour.

Rebranding
Brand Strategy
Brand Communication
Brand Guide
Digital Design
Bespoke Typeface

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