Smith UK Ltd
Ideas Factory NUA,
St Andrews Hill, Norwich, NR2 4SN
Public Sector Naming, Branding, Icon Design and Identity Guidelines
Cambridge County Council
Smith were asked to come up with a name, and design the visual identity, for a new 'eco-campus'. This was to become home to one of the most important new education and business collaborations in the region for years. Situated at its heart was to be a new college which would provide teaching in sustainable business and triple-bottom-line best practice. Around this, a number of smaller units would house a range of private 'green' businesses and social entreprenuers.
Our client, wanted a name and initial campaign identity that reflected their hope that the site would become an industrious 'eco-hub': a focus for best practice in sustainability, a home for forward-looking enterprises in the area and an attractive social meeting space. We thought the name 'The Hive' succinctly summed it all up. Our client agreed. We added a no-nonsense strapline to explain what the development was all about, and then created a logo which loosely alluded to a beehive, with bees abstracted to become a diverse 'swarm' of people and businesses coming together to form an 'H' for Hive.