Persona worked closely with Scaling Science co-author Robert McLean and his team at the International Development Research Centre in Ottawa, helping bring to life the Scaling Science approach in visual form. Our work helped introduce its concept to a global audience of research and government institutions, as well as academics, innovators, and the media at large.
The visual identity platform created by Persona reflects the innovative thinking of Scaling Science with a bold, eye-catching visual language. The new system integrates a striking logomark with contemporary typography, a fresh colour palette and a suite of icons that serve to signpost and represent the guiding principles of its theoretical framework.
At the centre of the new identity is a logo mark that suggests the idea of multiple dimensions. By their proximity, connecting lines create the illusion of dimensionality, implying both context and space. The configurations that emerge from the underlying grid inform both the logo and the guiding principle icon series. With primary, secondary and additional shorthand logos, the new identity system provides a degree of flexibility and ease of implementation on different media.
The use of colour for encoding information helps establish a visual structure where, along with a set of figurative icons, the four guiding principles of Scaling Science come to life.
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