Branding for an interactive exhibition design company

Ústav technológií a inovácií (UTAI), founded in 2008, is a company specializing in modern methods of presentation for exhibitions, galleries, and events. I was tasked with refining their logo and developing a complete visual identity for the brand.

My approach began with researching their diverse portfolio of projects and services. From this, I determined the main direction for the branding: a simple, clean, and futuristic aesthetic. Choosing a futuristic style was a natural decision, as the company prides itself on using cutting-edge technologies to bring their visions to life and I wanted the visual identity to reflect that.

I selected a minimal black-and-white color scheme to complement the wide variety of visual styles used across their projects. This ensured that the branding would not clash with their work but still stand out on its own.

After the successful delivery of the identity, I continued to collaborate with UTAI on numerous projects, ranging from baroque museum exhibitions to modern information center designs.

Client
Ústav technológií a inovácií

My Role
Graphic Designer

Services
Branding

Year
2023

Of course, a simple visual style comes with its own set of challenges. There’s always a risk of it becoming too minimal, resulting in a bland and forgettable brand. To avoid this, I introduced unique visual flourishes that were tailored to UTAI’s identity. While their work is conceptually and visually diverse, I discovered a unifying element: nearly all of their projects involve manipulating and projecting light onto various surfaces.

Light, composed of photons, can be visualized as scattered dots. Inspired by this, I created a set of abstract illustrations featuring these dots dispersed across different surfaces. This concept harmonized perfectly with the clean, futuristic tone of the identity while adding a distinctive and meaningful layer to the brand.