This year, Snap Inc., the parent company of Snapchat, launched an augmented reality studio where developers can experiment and collaborate to solve real-world problems. Named Ghost, the project aims to invent new approaches in AR technology that will be useful for businesses and creative groups. While Snap expects various teams to support the initiative, Ghost has already received a visual identity designed by the Play studio from San Francisco, California.
The main goal of the Ghost branding project was naturally to showcase its innovative character that can positively impact the world. Generally, it is positioned as a platform that gives talented people an opportunity to fully demonstrate their work and creative potential.
As a sibling of Snapchat, Ghost is related by name to the messenger’s logo, which features the silhouette of a ghost. Similarly, the logo of the studio itself is inspired by this motif, with two black circles forming the icon to represent the absent eyes of Snapchat’s ghost, as visually explained in some branding images. Echoing this element, the Ghost wordmark is designed with rounded letterforms, with the circles graphically emphasized in the “g” and the “o.”
The “ghost’s eyes” may not work well as a standalone icon, but the overall logo looks quite stylish. Additionally, the circles are used as a leading motif in branding visuals, sometimes appearing as glasses focusing on images.
Ghost has also received custom typography developed in collaboration with the Displaay foundry. The project’s branded font is designed to reinforce Ghost’s core ideas of creativity and flexibility, which is expressed through the uneven lines of the glyphs in the Ghost Sans Display version. Additionally, the design features “ghostly” forms that complement the brand. On the Ghost website’s animated interface, the glyphs can twist and turn, bringing the workspace to life. The basic version of Ghost Sans is more traditional, distinguished by straight letterforms with rounded corners.
The brand’s color palette is mostly neutral but includes vibrant hues that can be functional at various touchpoints. This wide range of colors helps Ghost convey the idea of diversity among creators on the platform, as well as the versatility of AR technology in different projects. While it aligns with Snapchat’s colors, it feels fresh and distinct.
Ghost’s general concept is also supported by a system of layered panels, which play a crucial role in the brand’s visual language. These panels are designed to serve as graphic containers for future AR projects on the platform. Through these design elements, different parts of various projects can be combined into a single set. Additionally, the panel system will help Ghost demonstrate how projects are progressing.
Overall, there might seem to be some dissonance in Ghost’s branding, which features diverse elements. However, this cannot be considered a disadvantage, as the identity as a whole creates its own unique charm, suited to a platform that functions as an experimental lab. Despite the icon’s lack of independence, the other assets of the brand are quite compelling. The visual system feels open and free, which is appealing to creative individuals looking to share their ambitious ideas.
