Plug & Play Accelerator
The Axel Springer Plug & Play Accelerator serves as a launch pad for new ventures to provide immediate access to a sophisticated network and global infrastructure. Both companies were eager to invest their experience, expert-knowledge and resources by creating and implementing strong synergies between start-ups and existing networks. They asked us to develop everything from Logo to a Look & Feel. We took them by their word and locked ourselves inside our studio for two weeks. With the help of our fabulous intern we actually built our very own imagination of an accelerator. Our clients were… let’s say, puzzled.
BRIDGING CULTURES AND CONTINENTS
Logo and Concept
The program is centered on cooperation between two companies as well as two major cities in the digital age: Berlin and Silicon Valley. Our Artwork (Logo design) expresses the extraordinary and powerful setup of this program: It connects people and spaces, bridges cultures and continents and unifies power and knowledge.
Axel Springer AG
Logos as well as the visual key should be stimulating and inspiring. We went for the most obvious difference between those two places, the different sockets are each simplified stereotypical facial expressions for the people, but also the symbol for one major network.
Plug & Play
The logo reduces the sockets to their original forms and in turn unfolds the two hidden characters. Transforming the sockets into faces was intended to carry the humanity and emotion within this network connection and express its development. In the beginning the character remains silent and absorbs attraction and inspiration, the Character on the right illustrates the initial moment and origination of an idea.
Plug & Play Techcenter
Ever since I saw the American ‘friendly’ socket it stuck in my mind as this tiny random but omnipresent symbol for the ease of this country. Just as the straight-forward functional design of the German socket speaks volumes.
Axel Springer is the leading integrated multimedia company in Europe and is always out to set new standards. The accelerator can be seen as an actual device that is built on this creativity. It runs on ambition and produces a base for a successful modern business. The design speaks of this openness and sincerity, it is hand crafted rather than fine- drawn and invites you to put your hands in yourself and start creating.
HTML 5 Site
Merch & Co
The Corporate Design is carried by the symbolic power of the logo. T-shirts and additional merchandising was employed to encourage the communal spirit.