Pennovation Works: Setting the stage for the world's next big discoveries
Pennovation Works is a unique blend of offices, laboratories, and production space at The University of Pennsylvania that bridges intellectual and entrepreneurial initiatives to advance knowledge and propel economic development.
The campus is anchored by the Pennovation Center, a business incubator that unites and aligns researchers, innovators and entrepreneurs for the commercialization of research discoveries.
The visual identity for Pennovation Works is designed as a cohesive yet dynamic visual language uniting the breadth of disciplines spanning across the University’s 12 schools. It is rooted in the custom typeface ‘PENNOVATION’ from which we created a set of abstract patterns that become part of a visual language for the brand, resembling coding characters referencing the tech start-up community.
BMD brought the visual identity to life as a responsive content-rich website, a customisable marketing kit, and a comprehensive and flexible environmental graphics, signage and wayfinding system for the site and the building.
The signage signals a space for big ideas that break the norm.
The identity uses a refreshed color palette based on the existing visual identity of the University. The blue and red are vibrant and bold, while the gray instills harmony within the palette. The signage signals a space for big ideas that break the norm, with vinyl running across thresholds and other edges.
Crosswalks are an opportunity for playfulness, allowing the brand pattern to be expressive while functional. As thresholds to the Pennovation Center they welcome visitors and reinforce the brand.
Crosswalks are functional but are also opportunities for beauty and brand expression.
