INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
DESIGN SYSTEMInnovation WarehousePresentation of recommended system 11
PR
ESE
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INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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.
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
BACKGROUNDStrategy summary:Brand personality and product architecture 1SE
CT
ION
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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
IBU
TE
S
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 WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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
---
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
DESIGN RESEARCHBuilding towards a system:Competitors, Inspiration and Options 2SE
CT
ION
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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 .
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
DESIGN ExPlORATIONSummary of design concepts:Options considered during development 3SE
CT
ION
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
WELCOME PACK
INNOVATION WAREHOUSE
WELCOME PAC K
INNOVATION WAREHOUSE
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
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
DESIGN SYSTEMRecommended design direction:Mathematics of Growth 4SE
CT
ION
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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)
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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 .
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
creating a Pattern MaP - B ig SParkS
INNOVATION WAREHOUSE
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
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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.
- - -
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
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
INNOVATION WAREHOUSE
TYPEFACE EX PLORATION INNOVATION WAREHOUSE
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
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
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
NewJohnston Book
NewJohnston Medium
NewJohnston Medium Bold
INNOVATIONW A R E H O U S E
INNOVATIONW A R E H O U S E
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
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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.
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
HE
IgH
T O
fIN
NO
VA
TIO
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
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
WORD MARKClEAR SPACE REGUlATIONS
100%33% 33%
100
%H
EIg
HT
Of
INN
OV
AT
ION
HE
IgH
T O
fIN
NO
VA
TIO
N
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
WORD MARK - COlOUR TREATMENTS
cO-WORkINg
bRANd cOlOUR
INVESTmENT
EVENTS
AcAdEmy
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
Print deS ig n e XaMP le S
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
StationerY
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
growth acc e le rator Bookl et
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
growth acc e le rator Bookl et
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
Prod uct BrochureS waYfinding SYSteM
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
Prod uct BrochureS - waYfinding SYSteM
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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 .
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
logo aS uS e d BY Pu Bl ic at ionS and th ird Part ieS
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
Branded note Book for MeMB erS
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
canvaS tote Bag coffee cuPS
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
e XhiB it ion Banner
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
online - Social Media icon
graPhic device fordig ital uSe onlY
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
laPtoP cover
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
Pick-uP PoSte r for g u e StS
INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
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.