Urgent.Agency has developed brand strategy, name, identity, graphic universe and website for Danish AM Hub - Denmark's catalyst for additive manufacturing. As a focal point and platform for the new development area, we produced a serious and international design.

AM Hub’s visual identity is the personification of AM technology. The continuous process of layering material upon material until a fully formed shape appears inspired us to create a logo that explains something specific about the actual process while creating a strong and dynamic identity, that easily transforms itself into other shapes, even pictograms. The white lines are a recurring and playful theme throughout the website in particular.

The colouring scheme for AM Hub is nothing if not simple. As a reminder of the digital technology that drives additive manufacturing, the colours are kept in a strict binary system of blue and white. While channelling the logic of programming, the colours also reflect that AM Hub is an accessible, engaging, and trustworthy foundation.

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