Client: Filtered Technologies, 2018

“One for sorrow, Two for joy, Three for a girl, Four for a boy, Five for silver, Six for gold, Seven for a secret never to be told.”

Superstitions aside, magpies are considered to be amongst the world’s most intelligent and inquisitive animals. They are highly social and have been seen to display signs of visual self-recognition as well as human-like emotions – all characteristics of greater cognitive abilities. For exactly this reason Filtered Technologies have named their patented algorithm stack after this clever bird.

Based on Filtered’s pre-existing ‘filter’ logo, the design uses triangular proportions as a foundation for an abstract magpie with its distinctive black-and-white plumage, heavy black bill, counterbalancing long tail, and iridescent hints of blue in its broad wings.

The consistency in both shape and brand colours enables Filtered’s two logos to be combined, whether the magpie is nesting within the filter or taking flight to learn something new.