Saatchi&Saatchi NY (The Agency) wanted to create a Design Group that works as a world class, fully integrated, idea led design entity. The design group’s main focus is to bring ideas to life and work in collaboration with the clients to create brand experiences and visual communication throughout a wide range of disciplines. We needed a corporate identity that would communicate these capabilities.

The name: ‘INKLAB’ relates to the traditional aspect of Design while embracing the future. ‘INK’ was inspired by the raw materials used in the art of the printing process, while ‘LAB’ was inspired by the idea of technology and the process of creation and experimentation.Through our designers’ exploration of typography and logo treatments, the majority favorite stood out with it’s clean, stylised typography and bold accent color.

The identity and stationary has been very well received internally and within network. We anticipate an inspired response to the April 5th launch.