The Innovation Learning Lab at IVEY Western University is a dynamic cross-sector incubator, empowering Canada’s leading corporations to pioneer new modes of innovation for a higher-value future. Positioned at the intersection of business, creativity, and strategy, the Lab needed a visual identity that reflected its ambitious mission and its role in shaping the future of Canadian industry.
North is more than a direction—it’s a symbol of progress, value, and orientation. When seeking direction, one looks north, and when things achieve greater worth, they are described as heading north. This concept ties seamlessly into Canada’s story, subtly referencing the Lab’s roots, partners, and geographic significance.
The visual identity draws inspiration from the tools of navigation and discovery. Custom “North” symbols were designed to serve as a unifying motif, representing guidance and upward momentum. Layouts were structured along map grid lines, creating a foundation of structure, flexibility, and infinite adaptability—mirroring the Lab’s role as a platform for innovation.