Koto has launched a new brand identity for Uniqode, a QR code management platform, emphasizing the blend of physical and digital through a cross-stitch visual metaphor. Arthur Foliard, Koto’s executive creative director, explains that each QR scan is analogous to a needle dive, connecting two realities seamlessly. The brand's kinetic aesthetic includes digital illustrations and patterns reminiscent of stitching, which serve both decorative and functional purposes across different touchpoints, reinforcing Uniqode's narrative and ensuring cohesion in its presentation.
We treat every QR scan like a needle dive: you pierce the surface, slip into a digital layer, then pop back out, threading two realities together in one fluid motion.
Showing that 'stitch' instantly explains the connection the tech enables without a word, and adds a crafted, human warmth most QR brands lack.
It's the master grid for layouts, icons, even motion paths, so every touchpoint visually echoes that same connective thread.
This visual metaphor manifests in a distinctive, kinetic aesthetic world where digital, ASCII-esc illustrations, patterns and typography make imperfect analogue stitches.
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