Birmingham Science Park Aston founded in 1982 and has been acknowledged as one of the premier science parks in the UK ever since. At a time when the knowledge economy is seen as a key factor in moving the UK out of recession, Birmingham Science Park Aston initiatives are championing and catalysing the innovation economy of Birmingham and the Region. In order to re-align the corporate identity with the mission to drive forward these initiatives, the decision to re-brand was taken in early 2009, with the account being awarded to The Design Business in February this year.
Over the course of the last seven months the team at The Design Business have worked closely with David Hardman MBE, Managing Director of Birmingham Science Park Aston and other senior management at the Park to create and deliver a new corporate identity that supports the innovative strategies of the Park going forward.
The new identity consisted of the design of a new corporate logo, website and stationery as well as the design, implementation planning and production of all Park signage, including the creation of two six metre high steel monoliths which stand at the Park entrances. The Design Business also created a succinct guide to the new identity to ensure consistency of usage across all applications.
David Hardman commented: “As a means of emphasising the change in direction of our business strategy and new offering to knowledge-based businesses in the West Midlands we took the decision to rebrand ourselves as Birmingham Science Park Aston, changing our name and look from Aston Science Park. We launched an open competition to source design concepts that provided a clear statement of how we wished to reposition ourselves as one of the leading UK Science Parks.
We were delighted when The Design Business showed that they truly grasped the key messages we needed to portray and how they worked with us as the brand evolved. Starting from a blank sheet of paper right through to the final look, we have developed an excellent working partnership with The Design Business. We have always found them to be very professional, keen to understand our goals in terms of the message we want to get over and consequently they have produced a new image that matches our aspirations.”
Founded in 1990, The Design Business, based in Great Chesterford, specialises in the development and delivery of forward-thinking, focused campaigns for clients across a number of sectors. Within the science, life-science and innovation sectors in the eastern region clients include Chesterford Research Park, The Babraham Institute, Prior Scientific and Cytocell. Nationally, they have worked with AstraZeneca and BMS.
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