Save_as is an online research platform which investigates publishing medium and their transformation in the digital age. Save_as researches in a broad scope and doesn’t exclude any research path. The identity comes from the notion of a transformation. It is materialised by a link, bridging one input to an output. With a generative logo, the link element can be split into multiple sub-parts, and rotate at 360°. This way, a unique pattern can be created for each need.