A 23-year-old European software firm has renamed, redesigned and rebranded, with the help of a spirograph and SomeOne.

Spirographs, everyone’s favourite pattern-drawing stencil toy, served as the inspiration for branding experts at SomeOne when designing the newly-named Automic brand. The new name and visual identity serve to clarify and simplify the brand to its audience by reinforcing its single-platform services.

SomeOne uncovered the original Hasbro game and was inspired to use the drawn designs, and those created by algorithm, as the basis of the new identity. Spirographs were invented by Eastern European mathematician Bruno Abakanowicz, who also devised the electric train bell.

“We wanted to find a visual property that would represent what automation can do for business — while it sounds robotic, automatic procedures can create beautiful results for business. The spirograph is something we all played with as children and still manages to create awe inspiring results from a very simple automated process — it’s a globally understood idea and one that really helps the new brand connect with it’s audience” Tom Myers, SomeOne’s lead designer on the project, says.

Various spirographs were applied to printed material and business cards and influenced the design of the new website. The design, implemented in grays, yellow and near-black, is complemented by a simple, bold sans serif wordmark.