Colossus Brands The Most Innovative Square Mile On Earth
Kendall Square, located in Cambridge MA, is considered one of the most innovative square miles on the planet. Once an underdeveloped industrial area, it has transformed over the past several decades into an epicenter of technology, life sciences, and research. Supporting this influential ecosystem is the Kendall Square Association (or KSA). Founded in 2008 by Cambridge leaders to steer this transformation with purpose, KSA emerged to connect industries, amplify their impact, and steward the neighborhood’s growth. KSA membership now includes some of the world’s leading institutions and companies — names such as MIT and the Broad Institute, Moderna, Pfizer, Google, Meta, J&J Innovation, Novartis, Microsoft, LabCentral, and many others. In doing so, KSA becomes more than a networking hub for 50,000+ employees in the district; it becomes an ecosystem integrator.
This month, the KSA debuts a new brand identity developed by Colossus. The work includes a logo, color palette, typography, motion language and design system. The new logo uses the power of negative space, knocking out a square shape from the body of a simple K letterform. In doing so, the logo can act as a clean icon on its own, or a kinetic frame for photography, illustration or color blocking.The color palette pulls its inspiration from a variety of hues specific to the locatiohn. From the architecturally influenced blue-green patina (a nod to the pigment that forms on copper often found in the historical Boston neighborhood) to the saturated yellow that gives tribute to academia (the highlighter was invented here). The palette seeks to unify the energy of the tech sector and student population with the credibility of the pharma, finance and research sectors.
Typographically, the identity introduces Brockman as its primary typeface. Inspired by Joseph Muller-Brockman and designed by Atipo Foundry, the modern geometric sans serif offers simple readability with quirky angles. From Atipo: “Drawing from the aesthetics of the Swiss school, this typeface encapsulates the timeless essence of its predecessors while infusing it with a modern touch. The design combines geometric shapes, striking a delicate balance between formalism and innovation. It embodies technical precision alongside a distinct character, resulting in an austere yet captivating font that radiates personality.” In addition, the brand identity introduces a modular grid system that uses color and photography as “blocks” that can be aligned to create relationships with one another.
“Kendall Square is a literal intersection between some of the most influential institutions and thinkers in the world. The idea of convergence is at the heart of the new brand system,” said Colossus designer Tyler Sugg. “Working on this project was an absolute privilege. Seeing what members of the KSA do on a daily basis is awe inspiring. While we’re choosing color palettes and designing business collateral, they are literally landing on the moon and chasing the cure for cancer. I hope our work represents them well.”
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Client Team: Beth O’Neill Maloney, Executive Director, Lina Lahlou, Communications Manager, Cecelia Boyson, Membership Associate. Campaign Team: Colossus Creative Co., Executive Creative Director Travis Robertson, Associate Creative Director, Designer Armeen Shaidani, Designer, Motion Tyler Sugg, Copywriter Nat Lileks, GM Allison Doherty, Account Management Emily Smith, and Jr. Designer Natalie Arsenault.
