The Culture Sculpture 

Hashtag idents

Twitter Idents

Twitter

In 2007 Twitter user @ChrisMessina Tweeted:

In 2007 Twitter user @ChrisMessina Tweeted:

and with that the pound sign was changed forever. 

Over the past 12 years, the hashtag has evolved from a user-created way to categorise Tweets, to become part of our everyday language, and changed the nature of how we all communicate online - as well as being a brilliant example of how Twitter users help to define and evolve Twitter everyday. 

In 2017, Twitter launched a series of disruptive out of home visuals that featured the hashtag and bird claiming the hashtag symbol as Twitter’s own. This year we’ve looked to take that one step further by putting the hashtag back into the hands of our users. 


Twitter is different things to different people. It is a platform that delivers raw, unfiltered and bold conversations. Our challenge: Working with our most passionate tweeters create a series of short hashtag idents that captures the spirit of each of the individual conversations on Twitter. 


The idea: The Culture Sculpture.

A cubic sculpture filled with a collage of light hearted, slightly abstract, but well designed elements for each conversation. As the camera rotates the individual elements combine and collectively they form a hashtag. 


Within our highly dynamic collages the Twitter bird is incorporated as an innately discoverable and entertaining Easter egg. When the camera turns and elements move into place the icon will stand out next to the hashtag. This way the logo doesn't put itself above the respective community.


Across a range of conversations the logo system remains consistent with its main structure. The hashtag is always resolved but the design is customised to reflect the nuances and tone of each conversation and in consultation with our most passionate tweeters and experts within each community. 


Its design is easily adaptable and can evolve as more conversations are identified. Paired with audio the sound plays a big part in the experience when viewed on TV and Cinema but the visual nature of the design also works for use on social, with a loop that allows you to notice more elements after each watch. 


With relevant media placements our idents have featured on TV, in cinema, on social and even print. The current series ranges from wide reaching general conversations (comedy & space) to much more niche topics but equally as powerful and nuanced (Grime and Scottish Twitter)

 

Taking #SpaceTwitter as an example, for the anniversary of the Moon Landing between July 15th- 20th our #Space hashtag featured on Channel 4 two part moon landing as live documentary. It was the cinema gold spot during films Apollo 11, Armstrong, Men in Black and X Men. A print version of the hashtag featured in New Scientist’s Apollo 11 special edition magazine and a 6 sec animated loop of the hashtag animation featured on WeTransfer for the day on the 19th July (the day of the 50th Anniversary of the Moon landing). 


All idents feature as looping artwork in Twitter’s global offices and are the first in a series of conversations to be built upon. 

My role
Creative Strategist

Partners 
Man Vs Machine - Creative Director, Artwork

Twitter is different things to different people. It is a platform that delivers raw, unfiltered and bold conversations. 

Taking Twitter's iconic hashtag we created 10 short visual idents that captures the spirit of each of the individual conversations and communities on Twitter to form a logo system. The main structure of the hashtag stays the same but the design is customised to reflect the nuances and tone of each conversation. 

My role
Creative Strategist

Partners
Man Vs Machine

Twitter is different things to different people. It is a platform that delivers raw, unfiltered and bold conversations. 

Taking Twitter's iconic hashtag we created 10 short visual idents that captures the spirit of each of the individual conversations and communities on Twitter to form a logo system. The main structure of the hashtag stays the same but the design is customised to reflect the nuances and tone of each conversation. 

My role
Creative Strategist

Partners
Man Vs Machine

Twitter is different things to different people. It is a platform that delivers raw, unfiltered and bold conversations. 

Taking Twitter's iconic hashtag we created 10 short visual idents that captures the spirit of each of the individual conversations and communities on Twitter to form a logo system. The main structure of the hashtag stays the same but the design is customised to reflect the nuances and tone of each conversation. 

My role
Creative Strategist

Partners
Man Vs Machine

Twitter is different things to different people. It is a platform that delivers raw, unfiltered and bold conversations. 

Taking Twitter's iconic hashtag we created 10 short visual idents that captures the spirit of each of the individual conversations and communities on Twitter to form a logo system. The main structure of the hashtag stays the same but the design is customised to reflect the nuances and tone of each conversation. 

My role
Creative Strategist

Partners
Man Vs Machine

#ScottishTwitter 

#ScottishTwitter 


Development : Stills

 

Development : Stills

MvsM_Twitter_Scottish_1
MvsM_Twitter_Scottish_2

#Space Twitter

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