ArchiFiction is a company dedicated to creating immersive and transforming 3D virtuality experience in any given interior space.
The word “ArchiFiction” reads in two layers: ‘Archi’ refers to physical forms while ‘Fiction’ implies virtuality. As a result of such paradox, ‘Archi’ presents itself in a color that has a great contrast against the background, whereas ‘Fiction’ creates a phantom impression.
The logo is all about hierarchy: one reads ‘Archi!’ first, then ‘Fction’, and then ‘Archi-Fiction’, where reality and virtuality merge.
The ‘i’ is flipped upside down to work as an exclamatory mark, which addresses the surprising nature of ArchiFiction’s product and technology. Other dots in others ‘i’s are removed to bring attention to the sole dot, which symbolizes the vanishing point in perspective. For other branding applications, we created transparent outlined cubes to illustrate that solid ‘archi’ and virtual ‘fiction’ can coexist to create open space and infinite possibilities.