unified by honeycomb geometry, maxon one’s brand identity unfolds through motion design

MODULAR LOGO SYSTEM UNIFIES MAXON’S CREATIVE SOFTWARE layout

Motion designer Casey Gu creates the Maxon One Brand Expression Film to introduce a unified visual identity across Maxon’s suite of creative tools. The project translates a modular logo system into motion, establishing a visual connection between products spanning 2D and 3D design, motion graphics, and visual effects. Rather than treating each product as an isolated identity, the film explores how distinct visual characteristics can coexist within a shared brand framework.

Led by Leo Hageman, Director of Brand & Creative, the new identity brings together Maxon One, Cinema 4D, Red Giant, ZBrush, Redshift, Universe, Capsules, Cinebench, Cineware, and Moves through a consistent geometric language. Its modular, honeycomb-inspired forms provide the structural basis for this relationship, creating continuity across a diverse range of tools while maintaining room for individual product identities.

motion design balances abstract geometry with brand motifs

For motion designer Casey Gu, the central challenge was translating the modular visual system into motion while balancing abstraction with product recognition. Using geometric forms, unique transitions, and rhythmic movement, Casey developed a visual narrative that highlights the signature features of each tool while maintaining a consistent visual language across the ecosystem.

The animated sequences extend the logo system beyond static marks, using movement to express both individual product identities and their relationships within the broader suite. Shared geometric elements establish continuity, while variations in composition and motion reflect the different functions of each tool. Together, these elements create a flexible visual framework that connects Maxon’s products without diminishing their individual identities.

project info:

name: Maxon One Brand Expression
creative director: Leo Hageman

designer, animator, editor: Casey Gu | @axisxyg

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