Ambit Research

Essentially a sports technology R&D lab, Ambit has served as a concept incubator for more than 30 years. Working with investors, the firm creates new subsidiary brands within which it crafts new, ground breaking innovations that turbocharge progress in whatever industry Ambit targets.

Examples include ventures like AccuSport, a sports technology brand responsible for spearheading the development of golfing simulators that have now become commonplace. Except Ambit was forging the leading edge back in the 1990's.

Another more recent case study is a baseball brand known as PitchLogic. Here, Ambit innovated radically new technology that turns an average baseball into a functioning pitch training lab. Microcircuitry embedded inside the ball makes precise measurements that enable analysis of every pitch's backspin, break force, extension, break direction, speed and more. Ambit's work with PitchLogic empowered players at every level, whether seasoned pros or aspiring amateurs, to target their training with pinpoint accuracy.

Ambit continues to be a trailblazer in sports technology, with ongoing research into hockey and basketball.

With most of its efforts focused on technology development, Ambit Research had never fully delineated a brand of its own. This often became a challenge when appealing to new investors with the firm's new fields of research.

Ambit needed a refined brand that provided clarity and credibility to their target market — the above mentioned investors. This demographic included shrewd, seasoned entrepreneurs that needed careful reassurance that Ambit's trailblazing enterprises were legitimate. As a result, a brand identity was needed that provided a sense of competence and legitimacy.

In studying the robust, academic-level research in which Ambit routinely engaged, the Design Office of John Murph perceived that the firm's novel solutions primarily revolved around the contextual analysis of motion. The visualization of motion and Ambit's scrutiny of it could yield a graphic language and narrative capable of brand distinction.

This served as a core theme that would be crafted using a clean, pristine aesthetic that emphasized a sense of futuristic technology.

A minimalist brand logo was crafted using "curly brackets" — characters often associated with mathematics and programming. Both associations are core disciplines employed by Ambit. These brackets delineated a context in which a simple point or object was in motion. An uncomplicated composition, the graphic distilled Ambit's essential technique into an effortless abstraction that felt like a mathematical equation.

This graphic was linked with the firm's name to create a logotype, with the point in space serving as the dot in Ambit's "i." A classic serif font was chosen to mimic the elegant thicks and thins of the brackets' design.

As the brand was augmented and developed into a broader graphic language, multiple technical illustrations of Ambit's more notable developments were created with a crisp, analytical style that invoked a sense of precise study and measurement, fueled by cutting edge computer technology.

A photograph direction leveraged the use of the same sort of overlaying graphics to imply intensive technological evaluation.

The resulting brand lent credibility to Ambit with its target audience, better positioning the firm to plausibly claim expertise and instill confidence amongst investors.