DPI Identity
- Credits
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Nick Adam
Design Direction, DesignAvery Branen
DesignM. Harris & Co.
Communications Strategy
Located in The 78, Chicago’s newly developed innovation neighborhood, Discovery Partners Institute (DPI) is an academic and research institution unlike any other. Led by the University of Illinois System, DPI matches over 2,000 students in development-applied R&D labs with hundreds of the world's top researchers and funding partners, aiming to solve complex, societal challenges.
Span designed the identity system to define DPI as a place for futuristic innovation. The identity framework highlights a unique partnership structure, allowing DPI, their partners, and their labs to unite and build off each other's brand equity.
Custom letterforms were drawn for DPI's logo to provide a sense of equality across the characters. Equally weighted to the letterforms, the unifying möbius strip expresses movement and openness. In instances where an R&D lab that is within DPI needs their own logo, parentheticals are employed.
Facility designed by OMA with Jacobs Consultants.
The tabular, möbius strip logo relates to the modularity of the building while reflecting the collaborative ambition of DPI and how they foster innovation through connection.
The graphics standards manual provides guidelines on how DPI’s identity system can continue to expand for future labs, educational programs, and joint ventures.
DPI’s identity system is designed to expand allowing for the creation of new labs, programs and partnerships. The Spezia Mono typeface from Luzi Type complements the tabular structure of the system while the monoline characters gives the font a sense of simplicity.
Slated to be complete in 2026, the DPI headquarters will be the first project to break ground in The 78 (Chicago’s new neighborhood).