Giving science a new visual language

Jožef Stefan Institute (JSI) is the largest research institute in Slovenia. After doing a research of JSI visual identity, I was shocked to notice its unused potential and their very dated website. The institute consists of many different research areas like physics, chemistry, reactor physics, etc. The challenge was to spread identity throughout all materials starting from the logo – that was the only thing they had of their visual identity – and keeping everything consistent and relevant to the research areas. The bonus would also be if the identity could be easily used, while standing out from the crowd.

I was thinking about what connects all the research areas and figured out that was atoms. Atoms form different substances, can cause an explosion if they are split, and are the building blocks of our world. And science deals with studying our world. Apart from atom, I decided to make a bespoke typeface for the institute. A bespoke typeface is an easy-to-use identifier that no one else has. It can be used on variety of materials – book covers, signage & environmental graphics, websites, SM posts, posters, billboards, exhibitions, ... An iconic identity is easily applied anywhere by typing some words.

A grid was drawn, based on the existing logo. In concept, each square of the grid is representing a particle or atom. Every graphic element is drawn by joining the atoms on the grid thus fitting on it. Every drawn graphic element is its own object and the grid represents the environment or the world we live in. The new logo is adjusted to the grid, bespoke typeface is drawn on it, which also applies to other secondary elements, like toilet symbols. Grid can also be used as a secondary graphic element of the identity, revealing the graphic system – like science reveals the rules of our world. A coherent graphic system allows JSI to have its own tone of communication that connects & unifies all the research areas and its materials. The whole system gives an impression of living matter, laboratory cleanliness and exceptional precision.