CoGrowLab is a collaborative lab that will focus on Human-centered, disruptive innovation, with an open-ended approach. Its multi-disciplinary team is drawn from design, technology, applied and behavioral sciences, with the goal of making path-breaking advances in mobility and human interaction with technology. While it is a part of a large, Fortune 50 corporation, it will work independently. In some ways, it is a moonshot factory, much like Google X.
The founding team at CoGrowLab approached us to work with them to create the brand identity for the Lab. We worked with the team to distill their approach of collaboration between multiple disciplines (design, sciences….) and their philosophy of disruptive rather than incremental innovation, into an identity. Out of this exercise emerged the symbol for CoGrowLab, the Infinity sign made out of multiple moving elements, with collaboration (CO) at its core. It represents the group’s core driving principle of “Infinite Possibilities through Collaborative Innovation”.
We also worked with CoGrowLab to create a comprehensive brand guide detailing brand elements like colors, typography, icon and illustration styles, photography styles, layouts, templates, logo usage directions etc..