Koto’s brand for Uniqode stitches together the physical and digital

Koto has provided a new brand identity for Uniqode, a QR code management platform that allows businesses to create and track QR codes through real-time analytics. The identity in question hinges on an interplay of the physical and digital, reflecting the usage of a QR code through a cross-stitch visuals. Koto NYC’s executive creative director Arthur Foliard says: “We treat every QR scan like a needle dive: you pierce the surface, slip into a digital layer, then pop back out, threading two realities together in one fluid motion.” He continues: “Showing that ‘stitch’ instantly explains the connection the tech enables without a word, and adds a crafted, human warmth most QR brands lack.”

This visual metaphor manifests in a distinctive, kinetic aesthetic world where digital, ASCII-esc illustrations, patterns and typography make imperfect analogue stitches. Beyond serving an ornamental role, however, the brand’s cross-stitch patterns harbour a far more functional service too. “It’s the master grid for layouts, icons, even motion paths,” Arthur says, “so every touchpoint visually echoes that same connective thread.” This reinforces the strategic narrative of the brand in every instance, all the while championing a satisfying analogy.

Beyond Koto’s cross stitch patterns and illustrations, the brand’s concept is realised in the bespoke typeface, Uniqode Sans. Stressing the importance of having a tailor-made typeface, Arthur says. “The typeface is the brand’s most‑seen element, so it had to carry the idea on its own. Off‑the‑shelf options couldn’t show the ‘thread’, so we drew Uniqode Sans from scratch. The type features subtle, stitch-like letterforms that reflect the cross-stitch aesthetic of the brand whilst maintaining the “razor-sharp” proportions and legibility of a QR code.

Alongside Uniqode’s distinctive digital blue, motion design and pragmatic supporting typeface – Hex Franklin – Koto wanted to add a playful tone to the brand. After all, QR codes aren’t the most engaging or exciting products, are they? “QR codes carry baggage: they’re visually bland, tied to pandemic menus, and viewed as pure utility,” Arthur says. “We counter‑punched by injecting craft – woven visuals and a custom typeface – to give the square personality,” even building an animated plug-in that transforms code into expressive moving scenes. “We stripped out jargon and designed a brand voice that enabled Uniqode to communicate in a way that felt relatable and human-first, not tech-first,” Arthur ends.