IQ
business center IQ brand identity
Dmitry Krasnov
Anastasia Kostina
The main clients of the business center IQ are large and medium-sized corporations for whom technology is the key value. While technological innovation was once associated exclusively with IT, today it spans much broader fields: IQ welcomes residents ranging from modern financial services to startup offices, communications agencies, and engineering companies. Our task was to create visual communications that clearly convey this idea: the business center brings together companies committed to keeping up with the times and creating products that improve people’s lives through technology.
At the heart of the IQ brand identity is the “slash” symbol (/), familiar to computer programmers and recognizable to everyday users. A slash is used to navigate to a folder or file—this is a small bridge between daily life and the world of high technology. It fits perfectly into the business center’s wayfinding system and the typographic style of the headlines.
The logo is also stylized as a slash, giving the typography a distinctive character and individuality. The entire style is minimalist and typographic, yet vibrant and universal—suitable for all the business center’s residents.