Magic Leap ID Update Proposal
At the time, we had no idea what these guys were about other than "mixed reality"—which leads one to think about Microsoft's Hololens.
Unfortunately for us, Pentagram got to handle their branding, but there is definitely some similarities in the final execution and our ideas. Which goes to show; great minds think alike.
We took hints from the current logo, and built a geometric Futura-esque typeface. We humanized the the logomark (the leaping character) a bit, as well as flip her over to better fit with the circular nature of the lower case c in “magic”.