IntechOpen - FutureBrand


The home of scientific publishing

Born from a real desire to make publishing easier and more relevant for the digital age, IntechOpen has grown to become the world’s leading publisher of Open Access books, specialising in technology, science and medicine.

The Challenge

IntechOpen fights against the traditional institutional hierarchies, old boys networks and outright snobbery that can often be found in many of the world’s academic institutions. They want to level the playing field for the publication of scientific research across the world, and help make it available for all.

Despite their innovative product, IntechOpen were not receiving the attribution that their purpose-driven business deserved, and with an ambitious growth strategy planned, they needed a new brand and digital brand experience that could match their aspiration.

FutureBrand worked with IntechOpen to create a new and relevant brand strategy, digital-first brand identity system and responsive digital experience that lives up to the fundamental truths inherent in the IntechOpen brand values.

The Solution

Fundamentally, IntechOpen’s business is rooted in the belief that the playing field for scientific research should be levelled globally. FutureBrand used this core belief to create and codify a new brand strategy for IntechOpen that guides everything they do as the home of scientific thinking.

Underpinned by this strategy, we developed a new and ownable logo that visually represents the brand personality - based on the age-old proverb that an elephant never forgets what they learn. The wordmark references print publication by using typographic ink traps, whilst geometric forms are evident throughout to showcase a more welcoming and less predictably academic brand.

The new IntechOpen brand seamlessly marries digital and print to create a connected brand experience however the user engages with it.

The Reaction

"What at first might look just like a visual rebrush, was a process of diving into the very core of our company. For months our team worked very hard with FutureBrand who helped us put our insights into visible action. The results of the hard work is our new brand identity that truly represents what IntechOpen is – an Open Access platform built by scientists, for scientists.

Visually, a lot has changed; but what stays the same are our beliefs that scientific progress is fuelled by collaboration and that the playing field for scientific research should be levelled globally to inspire greater opportunity for collaboration, speed of discovery and scientific progress."

Alex Lazinica - CEO and Founder, IntechOpen