Creating order within chaos: global technology company rebrands

Brand consultancy Uniform revealed the new brand identity for global graphics technology company Chaos, which supports the company’s ambitions across the creative sector.

For over two decades, Chaos has developed world-leading software products for 3D rendering and high-end visualisation. However, Uniform realised that the current brand wasn’t working. They found that, despite their product reputation and success in organising one of the biggest industry events in the calendar, Total Chaos, Chaos itself was fairly unknown. Most customers were more familiar with the individual products that they used day-to-day.

“The challenge was that although they were a market leader, their equity was tied up in strong product brands. The strategic approach was developed from clear insight from Chaos’ customers and shifted them from where they were. The group brand needed an identity that clearly established ownership of the growing portfolio of products,” says Erika Anderson, senior creative strategist at Uniform.

Uniform’s approach for the new identity was based on the idea that most brands don’t need a radical transformation, but rather require the ability to adapt continously to a world that is in constnat change. By placing more emphasis on Chaos and restructuring the brand hierarchy, Uniform has created an ecosystem of products, elevating the rest of the portfolio to sit alongside V-Ray. 

The brand itself exemplifies the capability of the Chaos product range, using visual language created from the software itself. This dynamic approach is totally unique and differentiates Chaos from its competitors, as well as creating countless opportunities for future growth.