The EQ brand gives an insight into the future and is shaped by an avant-garde, distinct aesthetic – Progressive Luxury. This arises from the combination of a previously unknown beauty, the conscious clash of digital and analogue elements as well as the seamless merging of intuitive and physical design. The atmosphere is technically cool while still promoting a sense of well-being through the synthesis of full, organic forms and a warm material environment with dark wood or wool. The addition of innovative materials and blue light accents communicates a mood of progressivity. The colour scheme, a combination of black, silver and white with accents in typically brilliant EQ blue characterises a future-oriented technology brand. Graphic elements creating an analogy with the digital world are aesthetically implemented to maintain an air of approachability.