ASAPP Case Study
While doing research and exploring marks we unearthed a very powerful concept and metaphor for ASAPP: the orchestra conductor.
In many ways, ASAPP is a conductor, orchestrating many different moving pieces to create something beautiful through artificial intelligence. The difference between a cacophony and a symphony is the ability of a great conductor to bring all the pieces together, on time and in tune.
The fluid strokes of the mark represent the conductor’s hand and over weeks of refinement, it came to mean even more: an abstract A represents “Automate,” “Augment,” and “AI-Native™.”
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