This exciting project came with a very open, and therefore somewhat intimidating brief - create a fresh visual identity for IED's newest addition - the Innovation Lab in Madrid's up-and-coming neighborhood of Carabanchel. A gigantic industrial facility, remodeled into a modular workspace; a hive for future thinkers.
The Lab's visual identity had to follow the same line - be distinctive enough to make a stand for itself and at the same time maintain the modular structure in order to provide enough space within the brand for variations - sub-products and events created at the Lab.
Our starting point was the hexagon, the 6-sided polygon that served as a base module in the architectural project. By grouping hexagons in common spaces different forms are created, which gives each team the right amount of space they need.
Once we extracted some very basic shapes from the hexagon, a door to a whole new modular visual language opened - both in two and three dimensions.
Once we extracted some very basic shapes from the hexagon, a door to a whole new modular visual language opened - both in two and three dimensions.
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Logo and visual identity: María Grande, Miguel Sánchez Lindo, Damjan Damjanović
Motion and Web Design: Damjan Damjanović
logo construction, from a hexagon to the final logo,
through a bunch of different transformations and symbols
through a bunch of different transformations and symbols
animation loop made ot of shapes extracted from the visual language
neon signage facade montage
3D symbols
