Corporate Branding for The Big Marketing Technology Lab

AltoCrew – The Big Marketing Technology Lab

 The Big Marketing Technology (BMT) Lab is part of the Institute for Customer Insight at the University of St. Gallen. They identify and investigate technological developments to inspire organizations to interact with consumers in new ways. The lab is very closely attached to the university and academically focused. The new organization wanted to develop a new brand that reflects its advanced, technological, and scientific profile, but with respects to the existing University identity. AltoCrew has designed a versatile graphics system that can be easily recognizable and tying together all constituent parts of BMT’s brand. The visual language of the circles and rectangles can be seen in the BMT mark, imagery and iconography, and it was inspired by the binary code system. A vivid color palette with green as a primary color helps to associate the new organization with the University of St.Gallen.