Brand Guidelines
Brand Identity
Art Direction
Pragmatic Semiconductor is a pioneering UK-based company specializing in flexible integrated circuits (FlexICs), offering a sustainable and cost-effective alternative to traditional silicon chips.
FlexIC is thinner than a human hair and can easily be embedded into any object. The nature of the flexible substrate allows for variety of applications.
We collaborated with brand agency Industry to help realise the strategy they had put in place.
Rooted in the idea of flexibility and emerging visual trends in the tech sector, the new identity for Pragmatic is built to reflect both innovation and trust. The circular symbol and accompanying wordmark are derived from the company’s distinctive gold-toned flexible wafers—an elegant material that captures the essence of Pragmatic’s cutting-edge manufacturing process.
The visual identity conveys quality, reliability, and adaptability—key traits of both the product and the brand. To reinforce this, a series of expressive supergraphics were developed using close-up studio photography of the wafer material, positioning it as a defining brand asset.
The photography style throughout the identity is purposeful—highlighting the clinical precision and advanced engineering that underpin Pragmatic’s process. By capturing real environments and avoiding clichéd tech imagery or stock assets, the brand presents itself as both authentic and differentiated.
