ZOOM

Pinch in. Pinch out. Creative logo design.

We found visual inspiration in the name of the popular science and documentary channel ZOOM. Traditionally, zooming is a way to look closer and deeper at an object or vice versa. In the digital age, the zooming motion is analogous to the interface gesture of pinching in and out. We harnessed the principal of this gesture to animate the letters of the ZOOM logo.

The two O’s are the moving blocks of the pinch in and out feature. They optically open up space in the logo for dynamic content – typographic or graphic. This stylistic animation is the core principle of the channel’s visual identity. A simple yet elegant approach that provides space for the zooming motion to reveal a vast diversity of content.