Matter is the latest digital image that’s turning into ubiquitous
One of the challenges for consumers and developers in the emerging Internet of Things market is the lack of clarity as to whether a new device will work successfully with your other products when you purchase it.
To solve this problem, over 180 companies active in the IoT sector – including large companies such as Apple, Samsung, Google and Amazon – have come together as the Connectivity Standards Alliance (CSA) to develop and promote the introduction of a new industry. Unify connectivity standards. The new icon, titled "Matter", when used on products, brings the reliability of the IoT that Bluetooth and Wi-Fi provide for audio and internet.
Interbrand New York was hired to create the name, brand and identity for Matter. With the symbol to appear on products around the world, it had to be both distinctive and timeless. “Our challenge was to define the underlying technology and create a brand that could stand the test of time,” says Interbrand. "The goal was to create a name, icon and visual expression that would signal that the new foundation of IoT connectivity had been achieved."
The design is the result of a collaboration between Interbrand and members of the CSA, including Apple, Amazon, Google, SmartThings, Schneider Electric and NXP Semiconductors.
Interbrand drew on its history of developing technology brands, which include Wii, Bing, Mesh, and Wi-Fi, in creating Matter. The process began by creating a shortlist of names for the brand. "Once we had a shortlist of names, we started creating a series of short design vignettes that could be used to target the steering team to what the brand should look like and what personality it should have."
The brand is designed for a service life of at least 20 years. Here are examples of what it can look like on some fictional smart objects – although Matter had the backing of big technology leaders, their products couldn't be used to promote the new standard, which is why Interbrand partnered with industrial designer Alex Nys of Lemanoosh to create four Hyper create realistic products that can contextualize where the new standard might appear in the future.
Interbrand describes the appearance of the finished symbol as follows: “The final logo is the new symbol for connectivity. The triangular shape with lighter weight makes the brand feel stable and secure, two design principles of the technology itself. The three curved shapes that come together tell the story of convergence, a hallmark of this industry standard. It's a brand that represents a seal of approval that users look for on their buying journey to be sure that the device will work right away. "
buildwithmatter.com
Credits:
Customer: Connectivity Standards Alliance (CSA)
Agency: Interbrand New York
Executive Creative Director: Oliver Maltby
Names: Jack Stiuso, Rachel Loucks
Designer: Daniel Ioannou, Andrew Bellamy, Liora Cher, Spencer Seligman, Eddy Lee
Industrial designer: Alex Nys, Lemanoosh