SomeOne turns to Spirograph for new identity
SomeOne has created a new look for business automation company Automic – drawing a new identity based on a Spirograph.
![Automic](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Screen-Shot-2013-10-18-at-17.30.20.png)
Automic, which was previously called UC4 Software Inc, works with businesses to automate tasks – for example working with eBay to power down servers when it is sunny outside and people are less likely to buy, and turning them back on when it rains.
![Spirograph](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-2.png)
For the new Automic identity, SomeOne developed a Spirograph-style graphic that has been created using digital algorithms.
![Automic](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-10.png)
Tom Myers, lead designer on the project, says, ‘We wanted to find a visual property that would represent what automation can do for business – while it sounds robotic, automatic procedures can create beautiful results for business.’
![Automic](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-9.png)
Myers adds, ‘The Spirograph is something we all played with as children and still manages to create awe-inspiring results from a very simple automated process – it’s a globally understood idea and one that really helps the brand connect with its audience.’
![Automic](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-8.png)
SomeOne says it acquired an original Spirograph set from a collector and used it as the basis for the Automic graphics.
![Spirograph](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-1.png)
SomeOne/Else — the digital arm of SomeOne — created the website for Automic.
![Automic](https://s3.eu-west-2.amazonaws.com/standfirst-designweek-production/uploads/2013/10/Unknown-3.png)
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