OnRamp Identity Design

OnRamp is an initiative by the Milwaukee Journal Sentinel, the Milwaukee Bucks, and gener8tor,  to give young companies the opportunity to pitch their products and services, one-on-one, to established corporations in Wisconsin.

The logo mark resembles a real on-ramp. It suggests a meeting point of two groups – startups and corporations. Whichever direction is followed, the two groups will meet. The mark is also a loop, suggesting a long term relationships between the companies and their continuous growth – today’s startups will become tomorrows corporations offering support to new startups.

These guidelines refer to any short copy attached to the signature like a tagline, sub-brand or event date and location. They are attached in continuation to the logotype, and in the light weight version of the same typeface.

Based on the guidelines above, creating the signature for OnRamp Labs was straight forward.