Black Swan: Data Science. Infinite Possibilities...

BLACK SWAN
A ‘Black Swan Event’ is described by science as one
that irrevocably alters the 
course of human history.
Unforseen events like earthquakes, a tsunami or
population explosions all affect us in unpredictable
ways.

Black Swan – the company – are pioneers in the field of
data science.

There was more data generated in 2011 alone, than
from all of previous human history combined. This will
continue to increase exponentially. By analysing this
mass of data from previously disparate sources,
accurate predictions on future outcomes can be made.
Data scientists are the new oracles of our generation.
Black Swan is at the forefront of this revolution.

Black Swan. Infinite possibilities...


THE BRIEF
Black Swan approached Smith & Milton to create an
identity that would have the gravitas and confidence to
position them at the pinnacle of data science
evolution.

They required an iconic symbol that would be instantly
recognizable and clarify that
they were unlike any other
data company out there.

They wanted the unexpected.


THE SOLUTION
It would have been easy with Black Swan to draw up a
beautifully illustrated mark that simply built upon the
name. But that would not only have missed the point,
it would not have taken it far enough.

The more we talked to the client and appreciated the
full extent of what they could do, the more we realised
the full, exciting remit of the brief.

We needed the brandmark to start a thought process
where the viewer would
instantly want to know more
and would question, what exactly is this? What can it
do? What is its potential? I must know more.

Images of Black Swans were binned.

Our solution came when we focused on one thought:
Absolute Revelations.

Black Swan is in the business of revelations. They can
literally predict what will happen next...