Infiltrate (2004-05)
You don't need to be "up tight" to convey raw fact

Infiltrate is "active" branding that introduces New York design through various media such as books and the Web. The central figure is this activity, is Design Machine's Alexander Gelman, is also in charge of design. Infiltrate's activity doesn't end with merely introducing the design scene; it also attempts to gradually involve the recipients of the information. However, it doesn't try to create a community made up of a specific type of person; its purpose is to build a vigorous and interactive relationship between a large and varied number of people.

Infiltrate's main item is a book called Infiltrate (BIS Publishers) that interviews various international designers active in New York and introduces their work. The interviews, conducted by Gelman, are very relaxed, and for this reason designers talk more freely, providing us with a glimpse of their true feelings. There's a reason for being "loose" like this.

"Raw" came up as keyword for the project right in the beginning. It has to do with how to communicate what's going on today in a direct and fun way. While that's the reason they call it branding, Infiltrate goes to extremes to minimize any feelings of "constraint." This is symbolized by four arrows pointing in the four directions in the center of the logo. It means they don't mind which way somebody is pointing. There are also no particular restrictions on how the logo is used, and color and design can change depending on the item. Infiltrate's idea is that "looseness" is necessary to communicate the "raw" information of cutting edge design.