Branding – Science Park Jönköping
During my time at Science Park, I have not only collected and analyzed statistics for our website and social media, but I have also updated our visual identity. The new profile was meant to feel more grounded, serious yet light. It was also meant to represent the transition the company has undergone in recent years, towards working more with sustainability.
To modernize and refresh the visual expression, we replaced all of the identity’s colors. The colors range from innovation and tech-driven vibes to the grounded and natural.
All of these colors are incorporated in the profile’s gradients, symbolizing a transition from the old to the new, from today’s ideas to tomorrow’s innovations. Within the gradient, a subtle noise is present to make the colors less clinical and more down-to-earth. These gradients can be used as backgrounds for text or graphical elements.
To maintain recognition, I kept the existing body text font Nudista, which I find fitting with its somewhat mechanical and oval shape. However, for the header font, I chose DM Serif Display to soften the mechanical and technological impression of Nudista, creating contrast and balance.
The visual identity has been implemented throughout the company. In PowerPoint presentations, posters, brochures, and roll-ups, and notably on our brand new website. Below, you can see a few examples of assets I’ve adapted to the new profile.