Bionic : Brand Identity

New York creative house Bionic, founded in 1999, which has expanded from its editorial roots to branch into audio post and graphic design, has a new look, courtesy of design/creative studio Flying Machine. The package includes a new logo, promotional materials, website and, basically, a new "style," as Flying Machine CD Micha Riss puts it. "While exploring the new branding route for Bionic, we found the real Bionic spirit," he says, which he believes is classy in the manner of a casual but chic lounge. Bionic founder/editor Steve Beal, a wine aficionado, holds periodic wine-tasting sessions at the office as well as regular Friday afternoon wine, cheese and music events, "and this is a key to the company's soul," explains Riss.

However, the Bionic reel is packaged in a mini cigar box