TRUElab | Logo and Environmental Graphics
CAMBRIDGE, MASSACHUSETTS
Studio HHH recently completed the design of the visual identity for TRUElab, a research company located at the edge of Kendall Square in Cambridge, MA. At the core of TRUElab’s mission and identity is human centered design. They are a team of innovators, committed to developing products not for the sake of innovation, but as a direct result of discovering what people truly want and need. At the heart of their mission is to create a bridge between emerging tech-developments and the real people who use them.
With this design objective, our team set out to create a brand package that clearly identified the company and acts as the cornerstone for their greater brand message. This process began with a “creative workshop,” which was both an information gathering session and a discovery process. This gave the client team the opportunity to participate in developing their own set of guidelines that would be used to craft the eventual visual identity of the brand.
Because TRUElab is all about careful listening in order to create better human-centered design, we wanted the logo to first and foremost convey that they are open and approachable, while simultaneously feeling both trustworthy and creative. As these two adjectives can sometimes stand in opposition to each other, it was our team's biggest challenge to marry these in the logo design. We wanted to highlight the inclusivity of this brand while maintaining the creative expression implicit at its core. In addition, the graphic emblem needed to meet the standards of inclusivity, being clearly legible and easy to identify from afar.
The final design package included an interior and exterior wayfinding system, as well as interior graphics. These graphics are visually tied to the logo design, enhance the visitor experience, and reinforce the brand identity. The end result is an interior space that is full of fun and playful graphics, and a logo design that features a clear and identifiable emblem, which emerged out of a genuine process of discovery.
