StartingBlock Madison Identity Design

StartingBlock Madison is an initiative to build an approximately 60,000 square foot entrepreneurial hub in the heart of Madison’s Capitol East District where entrepreneurs, investors, advisors, and community members can connect, share innovative ideas and create next-generation businesses.

At StartingBlock, young businesses will find the ‘starting blocks’ needed for successful development:

1. Affordable, flexible office and co-working space
2. Peers, mentors, investment and professional advisors
3. Collaboration, meeting and conference space
4. Educational programming, workshops, and community-building events

The inspiration for the identity comes from Madison it self – its urban planning and unique geographical position. The logo mark outlines the location of Madison’s biggest landmark, the Capitol, which is in the very centre of the city. It’s the block from which it all starts.

Although the actual building is not in place yet, I made a few drafts to illustrate how the identity can be applied in the context of physical space.