octave translates complex data into precise, scalable software brand system, at scale
a system designed to prioritize clarity, confidence, and usability.
Octave transforms vast data into clear, actionable intelligence
Octave, developed by FutureBrand in partnership with Hexagon, is a software brand built to transform complex data into precise, actionable intelligence. Conceived as part of the spin-off of Hexagon’s software division, the project establishes a distinct identity within the industrial technology sector, centered on clarity, confidence, and usability. The initiative responds to an environment saturated with information, where the challenge lies not in access to data but in its interpretation. Octave positions itself as a system that reduces complexity, enabling more focused and informed decision-making across large-scale operations.
FutureBrand developed a unified brand architecture to consolidate Hexagon’s extensive portfolio of software products, accumulated through years of acquisitions. The name Octave references the concept of doubling in frequency in music, signaling expansion, connectivity, and progression. It also marks a shift from ‘hex’ to ‘oct,’ framing the breadth of the offering as a structured and scalable advantage.
Platform identity is built on precision, coherence, and control
This strategic foundation by FutureBrand informs a visual and verbal identity designed for precision and coherence. The logo adopts a dynamic, expanding form that subtly references musical structure, while the overall design system prioritizes legibility and control. A restrained palette of black and graphite is combined with RGB accents, referencing digital environments and interface systems.
Photography focuses on real-world applications, depicting clients and operational contexts across varying scales. A reveal-based visual device is used to highlight layers of information, reflecting the analytical capabilities of the platform. Data visualization follows an editorial approach, supported by a custom typeface and gradient-based detailing to guide interpretation. Supporting elements, including icons, illustrations, and product-level identities, are developed to organize complex workflows into a consistent visual language. This is reinforced by a streamlined verbal identity that avoids technical jargon, alongside a simplified brand structure that integrates four business units into a cohesive system. A bespoke sonic identity, created with Sonicbrand and recorded using a live orchestra, extends the brand into auditory space, supporting consistency across digital and physical touchpoints.
Across applications, from product interfaces to communications and environments, the system is designed to operate with speed, clarity, and adaptability. Launched globally across markets and offices, Octave establishes a unified presence as a standalone software brand, structured to support scalability and clarity in data-driven contexts.
project info:
name: OCTAVE
agency: FutureBrand | @futurebrandglobal
client: Octave, Hexagon | @hexagon_ab
creative director: Daniel Andersson
associate creative director: Sandra Reynolds
senior designer: Dang Vo
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