Campus, Google’s brand for entrepreneurs, boasts community hubs in London, Madrid, São Paulo, Seoul, Tel Aviv and Warsaw. More than 80,000 members have gone on to raise more than 537 million dollars and create more than 11,000 jobs. In order to drive even more memberships and event attendance, Google needed to refresh the Campus brand worldwide from top to bottom. To help Campus reflect its international community’s shared belief that startups can change the world, London, United Kingdom–based design studio MultiAdaptor translated the mindset of its entrepreneurial members into an aesthetic that’s spontaneous, yet purposefully structured and DIY, yet thoughtfully crafted. At its center is a frame. The shape not only represents the physical spaces at each of the six global cities, but also acts as a constant presence that underpins the vast array of events, programs and services that Campus provides. Able to flex to any format, the instantly recognizable identifier enables the creative expressions around it to adapt to the needs of the application and audience. MultiAdaptor also designed a flexible toolkit of typography, image style and color palette to capture the “spirit of startup” and visually group together Campus locations, programs and events so that they are clearly distinguishable and relevant to their context. The final identity refreshes and reinvents Campus communications without diluting the brand’s core DNA.

multiadaptor.com