Arm DynamIQ

We create a new brand to link chip designer ARM with the future of artificial intelligence and connected devices.

ARM, the world’s leading semiconductor IP company, asked Ruder Finn to create an identity for its latest advance, flexible cluster microarchitecture.

The brand needed show the possibilities ARM’s new technology would facilitate – a smarter and more connected world.

Building on the ARM brand heritage, Ruder Finn created DynamIQ. The new identity showed the importance of performance and power consumption for the intelligent devices of tomorrow.

We followed a three-stage insights process to help ARM build a detailed picture of its target ‘prosumer’ audience in the USA and China.  This included in depth qual and quant research, plus focus groups organised by Ruder Finn colleagues in Beijing and San Francisco. 

Based on these insights we developed a name, visual identity, guidelines, and brand training on how to bring to life ARM’s first true ingredient brand.

Ruder Finn followed a three-stage insights process to help ARM build a detailed picture of its target ‘prosumer’ audience in the USA and China.