CERN is a research organisation that operates the largest particle physics laboratory in the world where it uses the world’s largest and most complex scientific instruments to study the basic constituents of matter – the fundamental particles.
The foundation of the identity is aimed at repositioning CERN to be more accessible, understandable and more relatable. Positioning CERN as an ‘explorer’ type brand by creating a simple tone of voice that reflects their exploration and creating an image style that focuses on the cutting edge science, technology and engineering carried out by CERN’s diverse employees around the globe. On the surface this reposition aims to simplify complex science and make it more exciting for a wider audience.
Using radial motion on a simple wordmark, this gives the logo a sense of moment and acceleration, which is based on CERN’s Large Hadron Collider, which collides particles at almost the speed of light around a 27km circular tunnel deep underground.