There is no Gon like a Hexagon

Just launched in March — and, from what I understand, spun off Reproplan, a digital service bureau (a la FedEx Office) with 22 locations in Germany — PIGMENTPOL is a digital printing company with three locations across Germany providing small and large format printing, digital printing on specialty materials, fine art printing, textile printing, as well as all kinds of finishing. Their new identity was designed in collaboration between Dresden-based ATMO Design Studio and Berlin-based FELD. While the opening image above looks anything but interesting, the rest of the identity makes up for it.

The new identity system embodies a variety of perspectives, experiences and possibilities while maintaining a coherent appearance. The chosen hexagon serves as a central key element, from which the generated logos and backgrounds are derived.

FELD provided a custom software application for the creation of individual graphics to enable a flexible and individual appearance of the huge variety of PIGMENTPOL's corporate media, including personalized stationery, shop interior and vehicles.
— FELD Project Description

A look at the generative tool.

Brand launch or, in other words, the results from the tool above.

In essence there is nothing new here: Gotham, hexagons, overlaid colors, a generative tool. We've seen all these before in one form or another yet this identity manages to bring them together in an energetic, explosive system that fits perfectly a digital printing business, one that can create one-off solutions and individualize each unit in a 500 print run. The result is, literally, dazzling with a vast array of colors, close-up crops of the hexagon, and the mini, snowflake-like hexagons at the intersection of all the diagonal axes. And even with that said, the applications have a certain restraint that makes it look grown up and sophisticated. Let the comparisons to City of Melbourne begin in three, two, one….

Many more images in this Flickr set.

Thanks to Roy Swinkels for the tip.