Sifter

Trademark design

One of those projects that you wish had gotten off the ground, so that you could see your work in action, Sifter was a planned service for intranet search and data mining that never made it out the door.

I designed the identity around the idea of a user's interaction with the search engine – using their mouse to click and navigate, and gradually hone in on the target they were looking for. Using the familiar mouse pointer, I was able to create an almost fractal pattern that lead the viewer's eye in to the target: the negative space between the arrows which suggests a glimmering star.