The flexible CI design for "bluematter Inc.," was inspired by "Light Ray," the spectrum of light which is projected out from a piece of prism. The visual identity concept came naturally upon the explanations of company's audacious plan and grand vision to embrace full development capacities of both recognizable and meaningful products and services in all major industries. Light Ray visual concept is designed to be uniquely flexible as the logo variations can be created nearly infinitely. The design goal was to allow different teams to use different logos yet still remain cohesive design identity.