Micron
Ahead of the curve
Helping a visionary technology company invent a forward-looking identity
Challenge
Micron’s memory and storage solutions move the world forward. As one of the largest semiconductor companies in the world, their technology is at the heart of AI data centers, mobile devices, smart manufacturing and more. Micron was growing fast—and outpacing their brand. They needed to shake perceptions of being a commodified chip manufacturer.
Insight
Micron’s technology evolves by the nanosecond. They see around corners to solve for tomorrow. To reflect their true position as a global leader, they needed a new identity that looks, feels, and moves as boldly as the company.
Answer
Through a powerful core idea, “Ahead of the Curve,” we underscored how Micron drives the next generation of technology to move the industry forward. We then engineered Micron’s bold identity to showcase their leadership to the world.
Staying ahead of the curve
From the precision of the logo to the vibrant colors, fluid motion and materiality, the identity
draws inspiration from the core of Micron’s business, their silicon wafer—connecting brand
with business, and establishing an energetic system that moves with them, toward the future.
An immersive and experiential brand
Every part of the Micron brand was designed to work together to create cohesive,
immersive, sensorial experiences. From the materiality of the silicon elements,
to the sonic cues and graphic curves that reveal portals into Micron’s universe,
the system was engineered to deeply connect with its audiences.
Illuminating impact
Materiality and light play key roles in the Micron brand experience, working
together to visualize the outsized impact their technology makes on everyday life–
whether we see it or not.
Beautifully simple
Micron’s vibrant and approachable expression brings warmth and accessibility
to a complicated industry—just one of the many ways the brand is able to help
deliver on Micron’s purpose of enriching life for all.
