Food Innovation Strip graphic design, place branding

The Food Innovation Strip Ede-Wageningen is the knowledge center of the Food Valley Region, one of the regions taking part in the top sectors policy, developed in 2011 by the Dutch government. The branding design we developed aims to convincingly convey that this region holds many companies, organizations and knowledge institutes working together towards sustainable innovations for the Agri-food sector within the framework of healthier food and a healthier living environment.

Project team

Client: Province of GelderlandProjectmanager: Peter Muller. 
Projectleader: Hermelinde van XantenProjectpartners: Province of Gelderland, Ede council, Wageningen council, Wageningen University & Research Centre. Production and design: Pier Taylor. Co-design and construction: Gidus HopmanStructural calculation: Berkhout Tros Bouwadviseurs. Year: 2015/2016.

For the location branding a visual language of pictograms was developed. The symbols decorate large modular beacons that are placed at key intervals along the main road of the region. They mark the road as the Food Valley Knowledge Innovation Strip. Care was taken that the graphic design and the spatial design complement each other. Inspiration for the pictographic system was drawn from ancient pictorial character scripts such as Chinese ideograms, Mesopotamian Cuneiform and Egyptian Hieroglyphs. The pictograms were designed around six themes that characterize the Food Innovation Strip; science, health, life, economy, technology and culture.

And a custom typeface for lettering the beacons was made to accompany the pictograms.

Further reading
For those interested to learn more about the design project, an essay was published in TMG Journal for Media History (Dutch language article).

The essay offers an inside view, from concept development to prototype, of the research behind the spatial and typographical design for the informational objects for the Food Innovation Strip. Although Agri-food is the primary focus for the design, the research is also based on information about typography and how typography is implemented in related fields such as illustration, spatial design and design in the context of new media.
 read article on TMG online

For more information about the Food Innovation Strip Ede-Wageningen visit