Founded in Groningen – Brand identityType – CommisionedCollaboration – PIT, FineTune MusicIn august 2015 I started my internship at PIT, a design studio based in Groningen, The Netherlands. One of my main priorities was the Founded in Groningen project. In three weeks time we created a branding proposal for the Founded in Groningen community. This proposal was pitched, competing with six other studios. Founded in Groningen chose our proposal to be best fitted with their vision, meaning we won the pitch.
This moment was truly euforic due to the fact that I had just started my internship and directly winning this pitch. I still feel very honored about the fact that PIT gave me full responsibility in this three week during period.
Founded in Groningen is a community existing out of companies with their roots in Groningen, The Netherlands. Part of this community are still start-ups while others are already manifested as fully functioning companies. The goal of this community is to create visibility of their activities as well as supporting these themselves.
We chose to visualize the already existing eco-system of these Groningen based companies by creating a dynamic visual identity that communicates from two sides. The identity is also visible in the textual content due to its inspiration from biological and ecological fields.
The center of this dynamic visual identity is moving around the ‘=’ sign. At first this recognizable icon is creating space for individual companies to communicate to the community and the outside world. This is key for companies to identify themselves with the brand Founded in Groningen. By replacing each side with the other one, the opportunity presents itself to communicate as a community to the outside world.
All rights reserved © Gijs Lammers, 2016