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Innovation and Entrepreneurship Center at Javeriana University Cali

A Divergence Hub

Client:
JAVERIANA UNIVERSITY CALI

Year:
2023

Country:
COLOMBIA

Creative direction

PAULO LEDESMA

Graphic design

MAR AGUIRRE
JUAN MÁSMELA

Photography

PAULO LEDESMA

Description

We crafted the visual identity for Javeriana University Cali’s Innovation and Entrepreneurship Center. They approached us with the aim to grab attention and connect with students and entrepreneurs in the city for their transfer, incubation, and launch programs.

We revamped their logo and, consequently, their service portfolio, which includes the Transfer Office, Campus Nova space, and Design Factory network.

Focus

Strengthening communication that’s easy to manage, powerful, and super eye-catching. It should identify and inspire brave entrepreneurs by leading the way with their messages and graphic style.

Fine-tuning the logo

Building off the groundwork laid by our professor and colleague Diego Giovanni Bermudez, we decided to streamline the presentation of the main statement accompanying the sign. We opted to switch the typography to uppercase and placed the service architecture below.

Subsequently, we integrated a color-based distinction to unify the information while allowing autonomy in that regard.

¡The color!

We defined a low-saturation palette that, when combined, would create a certain vibrancy due to its analogical relationship. At the same time, pairing it with its complementary colors would create a strong contrast.

This approach also catered to the differentiation needed within the service portfolio.

The divergence hub

“Going where people think like I do” Where they teach me to appreciate my flaws and admire my attempts. Where seeing the world differently is an essential value of who we are.

From that perspective, we tackled and created a concept that would allow us to explore the idea of divergence + convergence, also challenging attendees to think and ideate beyond their current mindset.

The Rebus principle

So, we beefed up the system with a bunch of pictograms, icons, and symbols that come standard in various well-known fonts to achieve the rebus principlean ancient technique that allows you to “write without words” This way, we explored different resources to accompany the text and later created some dynamics to attract curious minds.

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