Today marks the launch of our new logo, the first step in an overall branding update to reflect our maturity and the evolution of our vision. Perfect Memory’s historic logo – the PM planet – was created in 2008 by the interaction designer Clémence Debaig. We were very attached to this logo but felt that the current acceleration of Perfect Memory’s evolution, both economic and human, required a more profound change.
Consequently, a new logo has been thought through and designed, and we wanted to share with you the rationales behind such change.
Frédéric Maillot, Perfect memory’s Art Director in charge of the project, explains:
“Perfect Memory manages, enriches and sublimates knowledge with the desire to disrupt the natural course of things. And it was to “reinvent ourselves and give life to our ambitions” that we had to rethink our logo, which is now ten years old.
The rigor, excellence and incredible creativity of team “La Perfect” had to be subtly represented and, as surprising as it may seem, it was nature that inspired this creation.
This logo incorporates the most rigorous proportion nature has to offer: the golden ratio. This spiral can be found in the shape of polar cyclones, galaxies, flowers, waves, our ears, the tips of our hands and now in the shape of the tips of the monoliths of the new Perfect Memory logo.
The thickness of the lines, the spaces, the sizes of the different elements all respond to the Fibonacci sequence, which itself is linked to the golden ratio. A mathematical and rigorous logo represented by natural shapes.
Some will see it as a hieroglyph, others will see it as monoliths like those in the films 2001, A Space Odyssey (1968) or First Contact (2016) … Each time, the relationship to knowledge, its accessibility, its sharing, and its restitution are inherent.
But take a closer look, couldn’t we also see the initials of Perfect Memory?”
During the internal presentation of the logo on January 25, 2021, named “épokhè“, Steny Solitude, founder of Perfect Memory, shared his vision:
“Why épokhè? […] The term is rarely used, or in very particular contexts. We wanted to use it in Edmond Husserl’s definition of it: the suspension or the disruption of the natural course of things.
Perfect seeks to suspend the natural course of things, this has been our ambition from the beginning in our field of application: the engineering of knowledge.
We have evolved a lot; we have often reinvented ourselves to give substance to an ambitious project which has the potential to upset the established order.
We are, and we want to be, the épokhè of actors in the knowledge society that is emerging, hidden behind such prosaic terms as DAM, EDM, Big Data, AI, etc.
So, it was time to review what carries our identity: our logo. A logo that today replaces the one created by Clémence Debaig 10 years ago, which was designed for the general public, and was based on the notion of flow of knowledge, of confluence.
Although our ambition is now focused on businesses, our desire to serve end-users and to simplify the daily lives of the women and men who are carrying out the digital transformation of their organizations has not diminished. This association of the human being and science is at the core of our logo, which is part of the continuation of Fibonacci, the meeting between mathematics and all the phenomena of life.
In the same way, a strong ambition still drives us today, to suspend the natural course of things for our observers, our competitors, our markets. This is the message that the new logo must carry.”
In the coming days, we will roll our graphic identity out and deploy our new website. We have not changed; we are still Perfect Memory. But we are more consistent and determined to “disrupt the statu quo”.
In summary: we have changed our logo.
Sincerely, Team “La Perfect”.