Czech Semiconductor Centre unveils its new branding and visual identity, which will accompany its communication in the Czech Republic and abroad. The basic idea is to emphasize the connection between talent, industry, and education in the semiconductor ecosystem. The center presents itself as a guide on the path to breakthrough ideas. The Brno-based company Aetna was the marketing partner in creating the new identity.
“The centre’s new visual presentation embodies who we are and how our clients should perceive us. We are guides on the path to breakthroughs in the world of semiconductors and their use, and we want to be recognizable both at home and abroad,” says Karel Masařík, director of Czech Semiconductor Centre. “That is why the brand and its use have been designed from the outset to work in English and stand up in both European and global environments.”
The centre is funded by the Ministry of Education, Youth and Sports and the European Union, which is why all official communication of the center is conducted in English—as are the new logo and related outputs. The visual design by Aetna works with the motif of a turning point or breakthrough and a characteristic blue-yellow color palette. The symbolism of a turning point refers to breakthrough moments in technology and innovation, as well as the ability to cross boundaries – in thinking, research, and industrial cooperation. The identity concept is based on the clarity and international applicability of the Czech Semiconductor Centre brand.
“The basis was to come up with an idea that would appeal to both the matadors of the Czech semiconductor industry and the start-ups developing the latest technologies. The centre’s proposition as guides or navigators is also unique at the European level and, compared to other chip competence centres, it connects both of the above-mentioned groups,” adds David Kaválek, idea maker at Aetna. Designer Adéla Geislerová is responsible for the visual aspect of the new presentation of Czech Semiconductor Centre.
“For us, it is crucial that the brand can be used easily and consistently and that it supports the centre’s long-term credibility with partners from the research and industrial spheres,” emphasized Jana Drbohlavová, deputy director of the center. The visual identity is complemented by a unified communication style that reinforces the centre’s values: easy orientation, networking, support, and development — the principles on which the center is based and which it aims to fulfill in the long term through cooperation with companies, students, research teams, and investors.
Given the European Union’s ambition to strengthen chip production and Europe’s self-sufficiency on the global technology map, the centre has decided to communicate in British rather than American English. The centre’s main claim, or slogan, will be “Your breakthrough guide.”
The new identity will be gradually introduced across all outputs of the Czech Semiconductor Centre – from web and presentation materials to document templates and other communication formats. The branding also includes a uniform typography style that emphasizes the technological precision and dynamics of the field.
