Rizon Parein Turns It On for Facebook
A well executed logo is the ultimate artistic endeavor. Refining an entire brand message into a single visual story requires mastery and focus, and is something that should be taken seriously. They become a calling card that goes beyond communication into immediate understanding, and are protected passionately by their owners. That’s why it was such an honor for Rizon Parein to be trusted by Facebook to interpret the Facebook logo using his individual style and put his own creative twist on what has become one of the most significant digital stories of the last two decades. The folks at Facebook tasked Rizon to interpret the logo as a neon sign and turn it into a moving visualization. “I had a bet with a friend a mine that I would get two hundred likes before him and now I have eleven thousand likes," Rizon says with a laugh. “I won. Easy.” As of this writing Rizon’s video has been viewed 276,000 times. That’s no joke.
Rizon is no stranger to creating neon imagery for clients. He’s created visualizations like this for everyone from Kanye West to Nike, but that doesn’t mean there isn’t new ground to cover. “It’s not the first neon I’ve done, but it’s curious because you always think you’ve seen all vision possible, and then every client always finds one new one,” says Rizon. Facebook found that new element they needed and it had to do with creating something that was able to show dynamic life in movement. “Typically with neons the client prefers the neon turned off because it’s richer and you can feel the tubing and other stuff. So it always starts with not lit neon, then Facebook also wanted them turned on and I had to see how can we keep the brand color in there.” Once Rizon solved the color changes, they were able to create a video of the light flickering, which he also turned into a GIF.
Working with valuable brands, Rizon's work always gets a lot of eyes on it. But the way that Facebook linked to it directly on their page, he was able to see in real time how Facebook users interacted with the piece, a completely novel experience. “It’s funny to read the comments and how it looks to people, you can actually real time follow what your work provokes,” he says. Find out how you react to it by checking the piece in its natural habitat on Facebook's Facebook page. Don’t forget to Like and Comment!