You can’t brand an innovation district like a single product. Too many players, too many specialisms, too many futures being built at once. The job isn’t to make them all look the same. It’s to give them something bigger to belong to.
Most of these deep tech precincts try to brand everything at once: the companies, the patents, the ambition, the future. The result often ends up being a brand that says a lot about innovation and nothing about the place.
For High Tech Campus Eindhoven, we built a new place brand around something as literal as can be. HTCE has long called itself Europe’s smartest square kilometre. So we took a square for the campus, resolved into a cube that adds depth and movement. That way, their new icon encodes the strategy rather than decorating it.
As hardware, quantum computing and other frontier technologies move from research into the real world, the places bringing them together matter more than ever. Those places need brands that do more than announce innovation. They need to make their role in it unmistakable.
Track the breakthroughs at hightechcampus.com.
We brand innovation ecosystems. Let’s talk about yours.