FutureBrand and Hexagon Launch Octave Software Brand System for Data Clarity

FutureBrand developed the Octave software brand system in partnership with Hexagon, transforming complex data into actionable intelligence. The project emerged from Hexagon's software division spin-off, establishing a distinct identity focused on clarity and usability. A unified brand architecture consolidates Hexagon's extensive software portfolio accumulated through acquisitions. The name Octave references musical frequency doubling, signaling expansion and connectivity while marking a shift from 'hex' to 'oct.' Visual identity features a dynamic logo referencing musical structure, a restrained palette of black and graphite with RGB accents, and photography depicting real-world applications. A custom typeface, gradient-based data visualization, and reveal-based visual devices highlight analytical capabilities. Supporting elements include icons, illustrations, and product-level identities organizing complex workflows. Sonicbrand created a bespoke sonic identity using a live orchestra for auditory consistency. The system integrates four business units into a cohesive structure with streamlined verbal identity avoiding technical jargon. Launched globally across markets and offices, Octave operates across product interfaces, communications, and environments with speed and adaptability. Creative direction was led by Daniel Andersson with Sandra Reynolds as associate creative director and Dang Vo as senior designer.