A future proof identity for the market leader in 3D desktop printing
It’s been very busy times at Ultimaker lately. They significantly expanded their global market with a range of new printers and products. They evolved into a strong and reliable brand for professional use in a short time. What is needed is a clear philosophy to guide every day decision making on how to communicate their brand.
It’s clean. It’s modern. It’s professional. It’s the perfect encapsulation of what Ultimaker is all about.Adam Kohut • Digital content specialist Ultimaker
Ultimaker is committed to accelerating the world’s transition to digital distribution and local manufacturing. Whether it is fast prototyping or more accurate printing. For the use on the concrete floor or the carpet floor. Ultimaker is reliable for perfection and high quality throughout the entire printing process. If it can be imagined, it can be printed.
The starting point of any process is an empty canvas. Over time an idea evolves from a first draft into a prototype, a product that eventually leads to perfection. This course of action is easily translated into that of a square (which not by accident, resembles an empty build chamber), evolving to a circle, as a metaphor for the perfect printing process. The outcome is a series of process elements that function as a foundation for the word mark and grid system throughout the identity. Complemented with a series of infill patterns based on distinct printing techniques.
The use of imagery and supporting colour system celebrate the creator brand and form a playful contrast with the typography which is intended to be visually harmonious across multiple languages, with compatible heights and stroke thicknesses.
We created a dynamic identity guided by a pragmatic set of rules that allows consistency but is also adaptable to the need of appliance and expression for cross-media coverage.
This also meant we had to say goodbye to a good friend, the Ultibot. The future proof identity we designed facilitates clarity and simplicity, the capitalized u reflects just that.
The new branding has officially rolled out and gradually but eventually it will be reflected on all new Ultimaker products.