Brand Design System: Innovation Warehouse

INNOVATION WAREHOUSE
© 2013 Sichi, Klaus Bravenboer, Peter Thomson
DESIGN SYSTEM
Innovation Warehouse
Presentation of recommended system 11
PRESENTATION

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 system
to real world collateral items.

BACKGROUND
Strategy summary:
Brand personality and product architecture 1
SECTION

SE RIOUS
BUSIN E SS
IN N OVAT ION
ESSENCE
Business-led & Commercial
Hard working, Hungry, Aspirational
Focussed, Committed, Driven
Self reliant, Talented, INTELLIGENT
Innovative, High Growth
Safe, Trust, Integrity
Serious, Credible, Genuine
Vibrant, Dynamic, PERSONAL
MODEST, HUMBLE, THRIFTY, Non-exploitative, Sustainable
VALUES
Commercial Rigour
Bootstrapped, pragmatic, practical, Driven, productive
Privacy, Trust
Facilitated Collaboration
Experienced, academic, domain experts, Mature
Solving pain, Purposeful innovation, Deep, complex
B2B, Big Data, Fashion, Security, Analytics, Education, Marketing Tools, Legal
High-growth, early stage, aspirational, growing revenue
Productive, focused, serious about getting things done
Measurable progress
Economically disruptive,
ATTRIBUTES
Brand Architecture
BRAND PYRAMID
Key values from the strategy stage.

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
3
3
Co-working
3
investment
3
events
3
academy
PRODUCT ARCHITECTURE BRAND PERSONALITY - INTERNAL THEMES
Brand STRATEGY
Simplifying the product architecture to focus on customer segments.
Each product segment targets a slightly different audience and
wi l l recei ve a different design treatment.

SCOPE OF BRAND APPLICATION 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 LIVES
The design process works by creating the brand “from” the applications, not “for ” the applications.

DESIGN RESEARCH
Building towards a system:
Competitors, Inspiration and Options 2
SECTION

EXISTING IW BRAND IDENTITY INITIALS MARK OVER P OWER S WORDS TENS ION BETWEEN MODERN AND HERITAGE
RESEARCH + AUDIT S UMMARY
Current brand system hasn’t been us e d wi t h cons i ste ncy
in its presentation online or re al worl d appl i c at i ons .

MODULAR IDENTITY, INNOVATIVE DI SPLAY CONTEMP ORARY + CONS ISTENT ZONES
COMPETITOR ANALYS IS : GOOGLE CAMP US Modern feel appeals to a younge r audi e nce.

CLEARLY DEFINED BRAND + VALUES + MESSAGE VERY CLEAN + CONS ISTENT WORKING HARD or HARDLY WORKING?
CO MPETITOR ANALYSIS: TECHHUB
Work hard, play hard m ood appe al s to
software and te c hnol ogy audi e nce.

DYNAMIC + IMPACT + CONSISTENT EFFECTIVE BRAND IMP LEMENTATION DEFINITION THROUGH FACILITIES
CO MPETITOR ANALYSIS: CENTRAL WORKING
Mode rn st y l e appe al s to
design cons c i ous e nt re pre ne urs .

SMART + SOPHISTICATED =
MODERN + HERITAGE
SIMPLE DE SIGN + MUTED COLOUR PALETTE =
MODERN + HERITAGE
WORKING S EAMLESSLY =
MODERN + HERITAGE
INFLUENCES
G en eral des ign themes we want to
incorporate into the brand
AS P IRATION S
THE OVERALL QUALITY WE ADM IRE
INS P IRATION S
SPECIFIC TRAITS WE WANT TO
INCORPORATE INTO THE BRAND

COLLATERAL
REFINED
WELL ORDERED
LINEAR
STRUCTURED
COMPOSED
RELEVANT
S P EAKS CLEARLY
ST Y LE
MOD ER N + HER ITAGE
VISUAL = VOC AL
FOR MAL + PER SONAL
SINC ER E + INVIT ING
WOR K NOT PLAY
MOOD BOARDS FRO M DE S IGN RES EARCH
Inspirations from other i ndust ri e s t hat bl e nd
mode rn and he ri t age val ue s .

HOW TO MAKE THEM
WORK TOGETHER?
TRADITIONAL VALUES
MODERN BRAND MARK
BELIEVE IN THE BRAND
S ET THE BRAND MARK FREE
GIVE THE VALUES LEVERAGE
UNDERSTAND THE
CORE BRAND VALUES
ALWAYS KEEP BRAND
AS P IRATIONS IN
LINE OF SIGHT
UNIVERSAL
SYMBOLIC LANGUAGE
THAT IS CLEAN, CLEAR
& S OP HISTICATED
IMP LEMENT GUIDELINES
CONS ISTENTLY
EMP OWER THE TEAM WITH
A FOOL P ROOF SYSTEM
WE HAVE CREATED A PARADOX
PROBLEM SOLUTION METHOD
BE ABLE TO ADAP T
THE BRAND AS THE
ORGANISATION EVOLVES
MODULAR BRAND ELEMENTS
THAT CAN ADAPT AND CHANGE
SMARTENING U P THE BRAND
TO REFLECT
TRADITIONAL VALUES
AND
MODERN INNOVATION
PROCESS FOR TRAN S ITIONING TO THE NEW B RAND
Implementing the new brand wi l l re qui re
inte rnal c ul t ural c hange s .

DESIGN EXPLORATION
Summary of design concepts:
Options considered during development 3
SECTION

EXISTING BRAND MARK OP TION S CONS IDERED FOR MAINTAINING THE INITIALS
DESIGN EXPLORATION
Early explorations considered to modernise the existing logo.

EXISTING BRAND MARK
OP TION S CONS IDERED TO DEVELO P THE INITIALS
INTO GRAP HIC FORMS
DESIGN EXPLORATION
Further explorations considered to modernise the existing logo.

TRANSITIONAL BRAND MARK TE MP ORARY COLLATERAL
TRANSITIONAL BRAND
Temporary interim brand to transition towards the new brand.
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 7196
E shena@innovationwarehouse.org
S shena.moir-mitchell

W ELCO ME PAC K
WELCOME PACK
WELCO ME PACK
EARLY DESIGN CONCEPTS - E XPLORING THE WORD MARK + SUPPORTING SHAPES
W ELCO M E PAC K
ROUND ONE - OPTION ONE ROUND TWO - OP TION TWO
ROUND THREE - VARIATIONROUND THREE - OPTION ONE

DESIGN SYSTEM
Recommended design direction:
Mathematics of Growth 4
SECTION

ALAN TURING MODELS OF GROWTH
BRAND HERO MORP HOGENES ISVIS UAL METAP HOR
THE INNOVATION WAREHOUSE
BRAND IS ALL ABOUT GROWTH.
Morp hogenes is
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.
fr om a cont r adiction, you can deduce everything.
VISUALI SING THE BRAND P ERS ONALITY
Visual metaphors for the internal brand values.

TESSELATIONS + METAMOR PHOSIS NATURAL FORMATION S + GEOMETRIC PATTERNS MANIP ULATION + STRUCTURAL ELEMENTS
VI SUAL RE SEARCH - MATHE MATICS OF GROWTH - VISUAL METAPHORS FOR GROWTH
r homb ic hexecontahedron
( EG. WOLFRAM AL P HA LOGO)

CREATING A PATTERN MAP - GRID
The grid provides a consistent starting point that can be constructed in a variety of ways.

CREATING A PATTERN MAP - BIG S PARKS
Large triangles are used as hero content and attracting attention in large formats or where impact and clarity is required

CREATING A PATTERN MAP - LITTLE S PARKS
Small triangles are used to express variety, energy, vitality, innovation and collaboration.

FLEXIBLE SYSTE M FOR MULTIP LE APPLICATIONS
S HAP ES CAN BE DERIVED FROM THE PATTERN MAP FOR
US E AS GRAP HIC DEVICES ACROSS ALL MEDIA:
‘BIG S PARK’ GRAP HICS FOR BRAND AWARENESS
APPLICATIONS S UCH AS PAGE LAYOUTS FOR PRINT,
ADVERTIS ING AND DIGITAL.
‘LITTLE S PARK’ GRAP HICS FOR S UPP ORTING IMAGERY IN
ALL MEDIA AND FOR CREATING ‘WALLPAPER’ GRAPHICS.
S par ks can be fused to gether to make geometric
devices that comp liment the overall brand.
---
THE PATTERN MAP IS THE ENVIRONMENT INTO WHICH
THE INNOVATION WAREHOUS E BRAND EXISTS AND ONTO
WHICH IT IS STAMPED.
---
INNOVATION WAREHOUS E PATTERN MAP
The pattern map will be used by the team when creating new collateral across all media with a consistency in identity.

INNOVATION WAREHOUS E PATTERN MAP
The pattern map will be used by the team when creating new collateral across all media with a consistency in identity.
BIG SPARKS LITTLE S PARKS

INNOVATION WAREHOUS E COLOUR PALETTE
COLOUR U SAGE
DISTRIBUTION ACROSS THE BRAND
BRAND COLOUR
INNOVATION
S ECONDARY COLOURS S UP P ORT THE LEAD BRAND COLOUR
COWORKING
COMM UNITY
INVESTMENT
GROWTH
ACADEMY
EDUCATION
Teal brand colour integrates both modern and heritage themes.
70% secondary tints allow for flexibility and variation of tonality.
EVENTS
INS P IRATION

INVESTMENT GROWTH
Colou r of organ ic growt h
WAYFINDING SYSTE M US ING BRANDED COLOURS
BRAND COLOUR I N N OVAT I O N
B 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 INS P IRATION
Ne u t ral colou r for h ost in g t h ird part y events
CO -WORKING COMM UNITY
Vibran t colou r for e n e rgy
Each colour has been c hos e n to s pe ak to t he
different audie nce s for e ac h produc t .
ACADEMY EDUCATION
Blu e conveys h e rit age an d le arn in g

T Y PEFAC E EXPLORAT ION INNOVATION WAREHOUSE
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W 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
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
NewJohnston Book
NewJohnston Medium
NewJohnston Medium Bold
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
INNOVATION
W A R E H O U S E
DIN Light
DIN Medium
DIN Bold
Gill Sans Regular
Gill Sans Bold
WORD MARK TYP OGRAP HY

TESTING A CUSTOMIS ED WORD MARK
OPTIONS CONSIDERED RECO MMENDED
Plai n wordm ark pri ori t i s e s
readability, hone st y and s i m pl i c i t y.

PRO POSED WORD MARK TYP OGRAP HY
FONT FAMILY = GOTHAM
STRONG + CLEAR + DEFINED
R EFLEC T IVE OF T R ADITIONAL VALUES THROUGH ADOP TION OF
A C LASSIC D ESIGN STYLE INHERENT IN THIS STYLE OF TYP EFACE
IT IS A ST R ONG T Y PEFAC E W ITH A W ELL DEVELOP ED FAMILY OF W EIGHTS
A PER FEC T STARTING P OINT TO ENHANCE AND CUSTOMIS E
GOT HAM LIGHT
ABCD EFGHIJ KLMNOPQR ST UVWXYZ
GOT H A M LIGH T ITA LIC
A BCDEFGH IJK LMNO P Q R ST U VWXYZ
GOT HAM BOOK
ABCDEFG HIJKLMNOPQR ST UVWXYZ
GOTHA M BOOK ITALIC
ABCDEFGHIJKLMNO PQR STUVWXYZ
GOTHAM MEDI UM
ABCDEFGHI JKLMNOP QRSTUVWXYZ
GOTHAM MEDIU M ITALIC
AB CDEFGHIJ KLMN OP QR STU VWXYZ
GOTHAM BOLD
ABCDEFGHI J KL MNOP QRSTUVWXYZ
GOTHAM BOLD ITALIC
ABCDEFGHI J KL MNOP QRSTUVWXYZ
Clear, concise, geometric font selected to emphasise legibility.
Understandable or recognisable based on appearance.

HEIGHTOF
INNOVATION
50%
100%
“INNOVATION” IS LARGER THAN “WAREHOUS E”
Custom kerning, line height and leading to emphasise the activity (Innovation) over the environment (Warehouse).
LINEHEIGHT
LEADING
KERNING

WORD MARK
CLEAR S PACE REGULATI ONS
100%33% 33%
100%HEIGHTOF
INNOVATION
HEIGHTOF
INNOVATION

WOR D MARK - COLOUR TREATMENTS
CO-WORKING
BRAND COLOUR
INVESTMENT
EVENTS
ACADEMY

P RINT DESIGN EXAMPLES

STATIONERY

GROWTH ACCELERATOR BOOKLET

PRODUCT BROCHURES WAYFINDING SYSTE M

PRODUCT B ROCHURES - WAYFINDING SYSTE M

T-SHIRTS
BRANDED CLOTHING
T shirts are branded with sayings and graphic devices rather than with the logo.

LOGO AS USED BY PUBLICATIONS AND THIRD PARTIES

BRANDED NOTEBOOK FOR MEMBER S

CANVAS TOTE BAG COFFEE CUP S

EXHIBITION BANNER

ONLINE - S OCIAL MEDIA ICON
GRAP HIC DEVICE FOR
DIGITAL US E ONLY

LA P TOP COVER

P ICK-UP POSTER FOR GUESTS

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

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