Pennovation Works is a unique blend of offices, labs, and production space being developed by The University of Pennsylvania. It's aim is to bridge intellectual and entrepreneurial initiatives, in order to advance knowledge and generate economic development.
The site will be anchored by the Pennovation Center; a business incubator and laboratory that will align and integrate researchers, innovators, and entrepreneurs for the commercialization of research discoveries.
BMD created a visual identity divided into three brands: Pennovation Center, Pennovation Works, and Pennovation. Each brand has a specific purpose, but they all blend within the same graphic system, allowing for clear brand equity to and from the master brand.
To accompany the logo, we created a set of abstract patterns which resemble coding characters; synonymous with the tech-start-up community.
The identity uses a refreshed color palette based on the existing visual identity of the University. The blue and red colors are vibrant and bold, while the gray color instills harmony within the palette.
BMD applied the new visual identity to a responsive content-rich website, a customisable marketing kit for potential tenants, as well as a comprehensive and flexible environmental graphics, signage and wayfinding system for the site, and the building.