Creative studio four23 has produced a visual identity for The Sharp Project, a new £5m digital media production complex in Manchester.

Supported by funding from Manchester City Council, the 250,000 square feet development on the site of the old Sharp warehouse intends to be 'a leading European centre for the creative industries' when it opens in July.

Rather than create a static visual identity, Manchester-based four23 has taken cues from digital generative art, meaning the identity will never look the same twice when it appears in digital form. It will instead change every second based on the amount of data coming to and from the building.

On the main picture you can see how the identity will look in static form on a business card, while the gallery shows how the look will evolve in digital form depending on the building's streams of activity.

The identity has been designed to reflect the vast digital activity that will take place at the building, where tenants will have access to next generation broadband to share projects and files around the world at any time of day.

Warren Bramley, creative director of four23, said: “The Sharp Project will be a building that is active 24/7 following a ‘chase the sun’ work model – so a static identity was never appropriate. It’s an original identity that comes to life in the digital environment.”

Companies lined up to move into the building include CGI and visual effects studio Red Vision, and Stone City Films, which has built a permanent set within the building for its BBC1 drama series 'Casualty 1909'.