Art Direction
From Screens to Scenes
AFK is an internet abbreviation for for Away From Keyboard. Used in corporate and gaming environments, it’s used to let people know that you will be stepping away from your computer or going offline for some amount of time. This slang term embodies the brand’s core values and speaks to the target audience by meeting them where they are.
Using the shared shape of a mouse cursor and trees to represent nature, the logo and animation perfectly capture the idea of unplugging and embracing adventure.
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