ARM®

ARM® – Visual Identity Animation

If you’ve used a smart device, games console, cloud service or read this article, then Arm’s has most likely had a hand involved. 

“Arm is at the epicenter of the world’s largest compute ecosystem. Our vast community of software, tools, and service partners support and enable the use of our technology across markets and applications.”

The team at Smyle brought us back for another installment of Arm’s Annual Partner Meeting following on from the previou’s years ident and speaker sting success, to produce the new ‘ARM visual identity’.

The visual identity video was built around ARM’s AI Compute Platform for the world video. This 60” feature is interwoven into ARMs online presence, featuring AI art within glass cubes that represent the different industries in which ARM plays a pivotal role, such as automotive, AI, mobile etc. So needless to say we worked closely with the team at SMYLE who orchestrated the entire brand event.

Grizzle’s first project with SMYLE was in fact for the previous years Annual Partner Meeting, producing an ident for the super wide screen on the main stage. 

This being prior to their ‘Platform for the World’ video, this hinged around an entirely different set of key visuals. The pitch was to ‘reflect’ upon the different industries ARM is involved with, the idea being that the ARM logo would be formed by a collage of glass cubes in C4D that would have live action visuals refracted inside. 

The big task was taking elements from the ident that could then be manipulated by the team at SMYLE to incorporate live action footage for a series of speaker stings for the event. We exported crypto matts from Cinema 4D that could be imported into After Effects. Here the Crypto Mattes would do the heavy lifting, manipulating the footage into refracted imagery as if it had been baked into the Cinema 4D render.