MaRS Visual Identity by Sid Lee
13/11/18

MaRS is one of the largest innovation hubs in the world but its identity felt cold and institutional and had become fragmented. The goal of the rebrand was to create a visual identity that better reflected the big things going on inside.

Credits

Client: MaRS

Executive Creative Directors: Tom Koukodimos, Jeffrey Da Silva

Creative Director: Laura Stein RGD

Managing Director, Digital Innovation: Matt Di Paola

Designers: Dominic Liu, Ariane Leblanc, Josephine Guan

Copywriter: Zachary Radford

Account Director: Katherine Craig

Account Supervisor: Sophie Carle

Strategists: Deven Dionisi, Carolyn Tso, J.J. Sullivan

 

Description 

MaRS is one of the largest innovation hubs in the world but its identity felt cold and institutional and had become fragmented. The goal of the rebrand was to create a visual identity that better reflected the big things going on inside. MaRS wanted to maintain their iconic logo, so Sid Lee used it to anchor the identity and bring more connectivity to MaRS communications and therefore more equity to a brand with a diverse offering of programs and initiatives. The MaRS blue ‘globe’ was used as the anchor to a new identity system with a vibrant palette, which becomes a key part of the system. Its versatility and variability reflect the true dynamism of MaRS.