BBB adaptively reused an early twentieth century landmark theater in the heart of Hyde Park to create a home for the Chicago Innovation Exchange, known today as the Polsky Center for Entrepreneurship and Innovation.
BBB’s graphic design team deconstructed a static logo and layered onto its component parts brand attributes specific to the Exchange. Using these components as a springboard, BBB created a system of glyphs and repeat elements in varied configurations of scale, form, and color throughout two CIE buildings. The graphic language captures the energy and variety of collaborations and activities found within this “town square” of innovation. Engaging details encourage visitors to use stairs instead of elevators, and graphic murals executed in bold, active colors enliven gathering spaces.
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