The task for this project was to brand a video game console manufacturer. After researching the product, it became clear to me that this wasn't a traditional console, but a Linux based PC intended to sit under your television. The aim of this product category is to bring PC gaming into the living room in the form of a disc-less, 'download-only' box.
From this I realised that a good analogy for this was the function of Mercury in the Greco-Roman pantheon, Mercury was the fastest of the Gods, a parallel for performance. He was also the connection between the world of the gods and the world of the mortals, represented here by bringing PC gaming (the world of gods) into the living room (the world of mortals).
The identity that ended up being created is a portrayal of the land above connecting with the land below. The hidden M acts as a representation of movement, of being 'plugged in', and the act of downloading.