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.
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Non-Profit Category 2018
