M-A-D ~ IBM Grid Computing ~ branding system

IBM approached us to conceive the visual identity of the Grid Computing initiative.

A computational grid is a hardware and software infrastructure that provides
dependable, consistent, pervasive, and inexpensive access to high-end computational capabilities: “the breaking down of specific problems into many smaller pieces…”

Grid Computing represents an utopia of computation: a scientific marvel and a huge business opportunity. We created a diptych system to illustrate this duality. The ever-changing mesh panel evokes the intangible aspirational qualities of Grid Computing technology, and the photographic panel references more tangible practical activities that are positioned to be key Grid Computing beneficiaries.