brand design system: innovation warehouse

INNOVATION WAREHOUSE

© 2013 Sichi, Klaus Bravenboer, Peter Thomson

DESIGN SYSTEMInnovation WarehousePresentation of recommended system 11

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INTRODUCTION

The Innovation Warehouse is a network of business accelerators backed by a syndicate of angel investors. The group offers co-working spaces, startup funding & investment, entreprenuerial events and innovation training.

This document sets out the recommended design system for the Innovation Warehouse.

The proposed system brings together the previous design concepts into a single system intended to appeal to hard-working and intelligent entrepreneurs.

The document includes test applications of the design systemto real world collateral items.



BACKGROUNDStrategy summary:Brand personality and product architecture 1SE

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SERI OUS BUS I NESS

I NNOVATI ONES

SE

NC

E

B U S IN ESS-l ED & COMMERCIA l

HARD WORKIN G , HU N G RY, ASP IRAT ION A l

FOCU SSED, COMMIT T ED, DR IVEN

SElF REl IA N T, TA l EN T ED, IN T El l IGEN T

IN N OVAT IVE , H IG H G ROWT H

SA F E , T RU ST, IN T EG RIT Y

SERIOU S , CREDIB l E , GEN U IN E

VIB RA N T, DYN A MIC , PERSON A l

MODEST, HUMB l E , T HR IF T Y, N ON -Ex PlOITAT IVE , SU STA IN A B l E

VA

lU

ES

COMMERCIA l R IG OU R

BOOTSTRAPPED, PRAG MAT IC , PRACT ICA l , DR IVEN , PRODU CT IVE

PRIVACY, T RU ST

FACIl ITAT ED COl l A B ORAT ION

ExPERIENCED, ACA DEMIC , DOMA IN Ex PERTS , MAT U RE

SOlVING PAIN , PU RPOSEF U l IN N OVAT ION , DEEP, COMPl Ex

B2B , B IG DATA, FASHION, SECU RIT Y, A N A lYT ICS , EDU CAT ION , MA RKET IN G TOOl S , l EG A l

HIGH-GROWTH, EA RlY STAG E , ASP IRAT ION A l , G ROWIN G REVEN U E

PRODUCTIVE , FOCU SED, SER IOU S A B OU T GET T IN G T H IN GS DON E

MEASU RA B l E PROG RESS

ECON OMICA l lY D ISRU PT IVE ,

AT

TR

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Brand architecture

B r a n d PY r a M i d

Key va lues f rom t he s t ra tegy s t age .



innovation with integritY

growth without greed

no latte entrePreneurS

no Bean-BagS needed

go Big, or go hoMe

the harvard of BuSineSS acceleratorS

Solving iMPoSSiBle ProBleMS

work harder, fail faSter

work hard and StaY huMBle

Bringing the huMan Being Back into BuSineSS

3innovation warehouSe

3co-working

3i nveSt Ment

3eventS

3acadeMY

Product architecture B r a n d P e r So n a li t Y - i n t e r n a l t he M e S

Brand StrategYS imp l i f y i ng the p roduc t a rc h i tec t u re to foc us on c us tomer segment s .

Each p roduc t segment t a rge t s a s l i gh t l y d i f fe ren t aud ience and w i l l rece i ve a d i f fe ren t des ign t rea tment .



ScoPe of Brand aPP l ic ation cultural touchPointS

identitY eleMentS

WORdmARk

SymbOl

VISUAl lANgUAgE

TypEfAcE

cOlOUR pAlETTE

StationerY

lETTERHEAd

bUSINESS cARdS

INVOIcE

digital

WEbSITE dESIgN dIREcTION

bRANdINg ONlINE

initial concePtS

RESEARcH & REfERENcES

cOmpARISONS

INflUENcES & ASpIRATIONS

ImAgERy

deSign inveStigation

lOgOTypE

gRApHIc dEVIcE

TypE INVESTIgATION

StationerY

lETTERHEAd

bUSINESS cARdS

INVOIcE

liverY

SIgNAgE (INTERNAl ANd ExTERNAl)

WAyfINdINg

REcEpTION lAyOUT

cAfE AREA dESIgN & lAyOUT

NOTIcES

oPerational iteMS

TEmplATES

VISITOR pASSES

pOSTcARdS

mISc ITEmS

ProPoSalS

fUTURE VISION

USE Of bRANd WITH TEcHNOlOgy

HOW TO IMPlEMENT THE BRAND

VAlUES TO ENHANCE THE SPACE

ON A DAIlY BASIS

---

WElcOmE pAck

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WHO, WHAT, WHERE

---

cAfE AREA

---

cUlTURAl cONNEcTIONS

---

WAyfINdINg & THE JOURNEy

---

where the Brand l iveS

The des ign p rocess works by c rea t i n g t he b rand “ f rom” t he app l i c a t ions , no t “ fo r ” t he app l i c a t ions .



DESIGN RESEARCHBuilding towards a system:Competitors, Inspiration and Options 2SE

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eXiSt ing iw Brand id entit Y in it ialS Mark overPowerS wordS tenSion Between Modern and heritage

r eS ea rch + aud it SuMMa rY Cur ren t b rand sys tem hasn ’ t been u sed w i th con s i s ten cy i n i t s p resen t a t ion on l i ne o r rea l wor l d ap p l i ca t i on s .



Modular ide ntitY, innovative d iSPl aY conteMPorarY + conSiStent ZoneS

coM P etitor a n a lYSiS : googl e ca MPuS Modern fee l appea l s to a you n g er au d i en ce .



clearlY de f ine d Brand + valueS + MeSSage verY clean + conSiStent working hard or hardlY working?

coMPetitor analYSiS : techhuB Work ha rd , p l ay h a rd m ood ap p ea l s to so f t ware and tech n o l og y au d i en ce .



dYnaMic + iMPac t + conSiSt ent effective Brand iMPleMentation defin it ion through facil it ieS

coMPetitor analYSiS : central working M od ern s ty l e ap p ea l s to des ign con sc i ou s en t rep ren eu rs .



SMart + S oPhiSt icat ed =Mode rn + he ritage

SiMPl e d eS ign + Muted colour Palette =Modern + heritage

working SeaMleSSlY =Modern + heritage

influ e nc eSgeneral deS ign theMeS we want to

incorPorate into the Brand

aSP irationSt he overa l l Qua l i t Y we ad Mir e

inSP irationSSPeci f i c t ra i tS we wa n t to

incorPorat e i n to t he B ra n d



collateral

REf INEd

WEll ORdEREd

l INEAR

STRUcTUREd

cOmpOSEd

RElEVANT

SpEAkS clEARly

St Yl e

mOd ERN + H ER I TAgE

VI SUAl = VOcAl

fORmAl + pERSONAl

S I NcERE + I NV I T I Ng

WORk NOT pl Ay

M ood Boa rdS froM d e S ign re Se a rch I n sp i ra t ions f rom o t he r i n d u st r i e s th a t b l en d mode rn an d h e r i t ag e va l u es .



how to Mak e the M work tog e the r?

tradit ional valu e S

Modern Brand Mark

Bel ieve in the Brand

Set the Brand Mark free

give the valueS leverage

underStand the

core Brand valueS

alwaYS keeP Brand

aSP irationS in

l ine of S ight

univerSal

SYMBolic language

that iS clean, clear

& SoPhiSt icated

iMPleMent guidel ineS

conSiStentlY

eMPower the teaM with

a foolProof SYSteM

we have c re ate d a ParadoX

ProBle M Solution Method

Be aBle to adaPt

the Brand aS the

organiSation evolveS

Modular Brand eleMentS

that can adaPt and change

SMart ening uP the Brand

to refl ect

t rad it ional valueS

and

Mod ern innovation

P r oc eSS for t ra n Sit ion in g to the n e w Bra n d Imp lement ing t he n ew b ran d w i l l req u i re i n te rn a l cu l tu ra l ch an g es .



DESIGN ExPlORATIONSummary of design concepts:Options considered during development 3SE

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e XiSt ing B rand Mark oPtionS conSidered for Maintain ing the in it ialS

deS ign eXPloration

Ear l y exp lo ra t ions cons ide red to modern i se t he ex i s t i ng l ogo .



e XiSt ing B rand Mark oPtionS conSidered to develoP the in it ialS into graPhic forMS

deS ign eXPloration

Fur the r exp lo ra t ions cons ide red to modern i se t he ex i s t i ng l ogo .



tranSit ional B rand Mark teMPorarY collateral

tranSit ional BrandTempora ry i n te r im b rand to t rans i t i on towards t he new b rand .

www.innovationwarehouse.org

Facebook /InnovationWarehousePortsmouth Linkedin / Innovation-Warehouse Twitter @ ShenaMitchell www.innovationwarehouse.org

Dr Shena Mitchell

The Innovation Warehouse 1 Hampshire Terrace Portsmouth PO1 2QF

M 0770 356 7196E [email protected] shena.moir-mitchell




WELCOME PACK


WELCOME PAC K


WELCO ME PACK

earlY deS ign concePtS - eXPloring the word Mark + SuPPorting ShaPeSINNOVATION WAREHOUSE

W ELCO ME PACK

rou nd one - oPt ion one round two - oPt ion two

round three - va r i at i o nrou nd t h ree - oPt ion one



DESIGN SYSTEMRecommended design direction:Mathematics of Growth 4SE

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alan turing MODElS OF GROWTH

Brand h ero MorPhogeneSiSv iSual MetaPhor

THE INNOVATION WAREHOUSE bRANd IS All AbOUT gROWTH.

MorPhogeneSiS

THE bEgINNINg Of A SHApE.

A bIOlOgIcAl pROcESS THAT cAUSES AN ORgANISm TO dEVElOp ITS SHApE.

THE pROcESS cONTROlS THE ORgANIzEd dISTRIbUTION

Of cEllS.

gROWTH REQUIRES JUST THE RIgHT bAlANcE Of SUppORT ANd fREEdOm.

THE bRANd SySTEm ExpRESSES THE mATHEmATIcS Of gROWTH.

bOTH THE STRUcTURE ANd cHAOS Of gROWINg A NEW bUSINESS.

froM a contradict ion, You can deduce everYthing.

v iSual iS ing the Brand PerSonalitY

Visua l me t aphors fo r t he i n te rna l b rand va lues .



teSS e lationS + Me taMorPh oSiS natural forMationS + geoMetric PatternS ManiPulation + Structural eleMentS

v iSual reSearch - MatheMaticS of growth - v iSual MetaPhorS for growth

rh oMBic heXecontahedron( eg. wolfraM alPha logo)



creating a Pattern MaP - gr id

The g r id p rov ides a cons i s ten t s t a r t i ng po in t t ha t c an be const ruc ted i n a va r i e t y o f ways .


creating a Pattern MaP - B ig SParkS


Large t r i ang les a re used as he ro con ten t and a t t rac t i ng a t ten t ion i n l a rge fo rmat s o r where impac t and c l a r i t y i s requ i red



creating a Pattern MaP - l ittle SParkS

Sma l l t r i ang les a re used to exp ress va r i e t y, ene rgy, v i t a l i t y, i nnovat ion and co l l abora t ion .



fleXiBle SYSteM for Mult iPle aPPl icationS

SHApES cAN bE dER IVEd fROm THE pATTERN mAp fOR USE AS gRApHIc dEV IcES AcROSS All mEdIA:

‘b Ig SpARk ’ gRApHIcS fOR bRANd AWARENESS Appl IcAT IONS SUcH AS pAgE lAyOUTS fOR pR INT, AdVERT IS INg ANd d Ig ITAl .

‘ l ITTlE SpARk ’ gRApHIcS fOR SUppORT INg ImAgERy IN All mEdIA ANd fOR cREAT INg ‘WAllpApER ’ gRApHIcS .

SpARkS cAN bE fUSEd TOgETHER TO mAkE gEOmETR Ic dEV IcES THAT cOmpl ImENT THE OVERAll bRANd.

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THE pATTERN mAp IS THE ENVIRONmENT INTO WHIcH THE INNOVATION WAREHOUSE bRANd Ex ISTS ANd ONTO WHIcH IT I S STAmpEd.

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innovation warehouSe Pattern MaP

The pat te rn map w i l l be used by the team when c rea t i ng new co l l a te ra l ac ross a l l med ia w i t h a cons i s tency i n i den t i t y.



innovation warehouSe Pattern MaPThe pat te rn map w i l l be used by the team when c rea t i ng new co l l a te ra l ac ross a l l med ia w i t h a cons i s tency i n i den t i t y.

B ig SParkS l ittle SParkS



innovation wa re houSe colour Pa l e tte

colour uSagediStriBu tion acroSS th e B rand

Brand colourINNOVATION

SecondarY colourS SuPPort the lead Brand colour

coworkingcOmmUNITy

inveStMentgROWTH

acadeMYEdUcAT ION

Tea l b rand co lou r i n teg ra tes bo t h modern and he r i t age t hemes . 70% secondary t i n t s a l l ow fo r f l ex ib i l i t y and va r i a t i on o f tona l i t y.

eventSINSp IRAT ION



inveStMent gROWTHco lou r o f o rgan i c g rowth

waYfinding SYSteM uS ing Branded colourS

Brand colour I N N OVAT I O Nb l e n d o f b l u e a n d g re e n m i xe s h e r i t a g e + m o d e r n

eventS INSp IRAT ION Neut ra l co lou r fo r host i ng th i rd pa r ty even t s

co-working cOmmUNITyVib ran t co lou r fo r ene rgy

Eac h co lou r has been ch osen to sp eak to th e d i f fe ren t aud ien ces fo r each p rod u c t .

acadeMY EdUcAT ION b lue conveys he r i t age and l ea rn ing



TYPEFACE EX PLORATION INNOVATION WAREHOUSE

INNOVATIONW A R E H O U S E












Gotham Book

Gotham Medium

Gotham Bold

Gill Sans Light ATSackers Gothic Light

ATSackers Gothic Medium

ATSackers Gothic Heavy

Futura Light

Futura Medium

Futura Bold




NewJohnston Book

NewJohnston Medium

NewJohnston Medium Bold



INNOVAT IONW A R E H O U S E

DIN Light

DIN Medium

DIN Bold

Gill Sans Regular

Gill Sans Bold

word Mark tYPograPhY



teSt ing a cuStoMiSed word Mark

oP tionS conSid ered recoMMended

P la i n word m ark p r i o r i t i se s readab i l i t y, h on esty an d s i m p l i c i t y.



ProPoSed word Mark tYPograPhY

FONT FAMILY = gothaM

St rong + clear + def ined

REFL ECT IVE OF TRADIT IONAL VALUES THROUGH ADOPT ION OF A CL ASS IC D ES IGN STYLE INHERENT IN TH IS STYLE OF TYPEFACE

IT I S A ST RONG T YPEFACE WITH A WELL DEVELOPED FAMILY OF WEIGHTS

A PERFECT START ING PO INT TO ENHANCE AND CUSTOMISE

GOTH AM L IGH TAB CD EFGH IJK L MNOPQRST UVWXYZ

GOTHAM L IGHT I TAL ICABCD EFGHIJKLM NOP QR STUVWXYZ

gOT H Am b OOkAb cd EfgH I Jkl mNOpQRSTUVWxyz

got h aM B ook ital icaB cd efgh iJkl MnoPQrStuvwXYZ

GOTHAM MEDIUMABCDEFGHIJKlMNOPQRSTUVWxYZ

GOTHAM MEDIUM ITAL ICABCDEFGHIJKLMNOP QR STUVWXYZ

gothaM BoldaBcdefghiJklMnoPQrStuvwXYZ

gothaM Bold ital icaBcdefghiJklMnoPQrStuvwXYZ

Clea r, conc i se , ge omet r i c fon t se l ec ted to emphas i se l eg ib i l i t y.Unders tandab le o r recogn i sab le based on appea rance .



HE

IgH

T O

fIN

NO

VA

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N50

%

100%

“ innovat ion” iS larger than “warehouSe”

Custom ke rn ing , l i ne he igh t and l ead ing to emphas i se t he ac t i v i t y ( I nnovat ion ) ove r t he env i ronment (Warehouse) .

lIN

E H

EIg

HT

lEA

dIN

g

kERNINg



WORD MARKClEAR SPACE REGUlATIONS

100%33% 33%

100

%H

EIg

HT

Of

INN

OV

AT

ION

HE

IgH

T O

fIN

NO

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WORD MARK - COlOUR TREATMENTS

cO-WORkINg

bRANd cOlOUR

INVESTmENT

EVENTS

AcAdEmy



Print deS ig n e XaMP le S



StationerY



growth acc e le rator Bookl et



Prod uct BrochureS waYfinding SYSteM



Prod uct BrochureS - waYfinding SYSteM



t-ShirtS

Branded clothing

T sh i r t s a re b randed w i th say ings and g raph ic dev i ces ra t he r t han w i t h t he l ogo .



logo aS uS e d BY Pu Bl ic at ionS and th ird Part ieS



Branded note Book for MeMB erS



canvaS tote Bag coffee cuPS



e XhiB it ion Banner



online - Social Media icon

graPhic device fordig ital uSe onlY



laPtoP cover



Pick-uP PoSte r for g u e StS



CONClUSION

The proposed Innovation Warehouse design system is focused on presenting the ideas of “modern + heritage” and “chaos + order” to the target market of hard working and intelligent entrepreneurs.

The system is designed to be flexible enough to support the four key product categories and convey a consistent tone across them.

The next step is to refine and formalise the system into brand guidelines and assets that will help the Innovation Warehouse team to create high quality and consistent collateral.

brand design system: innovation warehouse

Design