Brand Refresh

MaRS is one of the largest innovation hubs in the world but its identify felt cold and institutional as it moved into the future. A rebrand was needed to better reflect the big things going on inside.

Completed at Sid Lee.

Executive Creative Director:
Tom Koukodimos

Creative Director:
Laura Stein

Ariane Leblanc, Dominic Liu, Josephine Guan

Zach Radford

The original MaRS blue 'globe' logo was retained, but deconstructed and given dimensionality to signal the different facets of MaRS — active creation, scientific rigour, inclusivity and collaboration.
These pieces were used to anchor a new identity system, whose vibrancy and variability matches the true dynamic nature of MaRS.