Developing a new brand for a Manchester enterprise hub, built to perform at scale across digital platforms and high-profile city-centre locations.
A bold, distinctive identity that establishes Generator as a confident presence within Manchester’s enterprise landscape, balancing energy with the professionalism expected of a publicly funded initiative.
Generator was a new enterprise hub developed within Manchester’s civic infrastructure, with no existing identity or brand foundation in place.
The programme sits within a layered public sector structure, supported by Manchester City Council, the Greater Manchester Combined Authority and the Business & IP Centre network.
The identity needed to establish immediate credibility, stand apart within a crowded coworking market, and work confidently across two high-profile city-centre locations.
The approach focused on creating a distinctive, high-performing identity system that could operate at scale while remaining accessible and engaging.
Naming played a key role in establishing tone and memorability, with “Generator” positioning the programme as a place of energy, ideas and momentum.
Typography was central to the system, selected for its breadth, legibility and flexibility, allowing the identity to perform consistently across signage, digital platforms, marketing and large-format applications.
The visual language was designed to feel bold and contemporary, ensuring strong visibility within the physical space while meeting the expectations of a publicly funded programme.
A bold identity was developed from the ground up, centred around a distinctive symbol combining a cog and lightbulb to represent ideas, industry and momentum.
The lightbulb references the Business & IP Centre, reinforcing the programme’s focus on ideas, innovation and early-stage business support.
The form draws from the circular floorplan of Manchester Central Library, grounding the identity in its civic context while creating a strong, ownable mark.
Orange was selected as the primary colour to convey energy and optimism, while also ensuring clear differentiation within Manchester’s coworking landscape.
Typography was chosen for its range, legibility and flexibility, allowing the identity to scale confidently across signage, digital platforms and high-impact environments.
The identity was designed to perform consistently across large-scale physical environments and digital platforms, including:
• interior signage and wayfinding across both locations
• large-format environmental graphics and displays
• digital screens, web and promotional materials
• branded assets supporting events, workshops and business support
The bold colour and graphic simplicity allow the brand to cut through in busy environments, while the symbol functions as a flexible device across layouts and formats.
The brand is now embedded across Generator’s physical spaces and digital presence, supporting both commercial workspace activity and public-facing programme delivery.
The new identity positions Generator as a confident, high-profile presence within Manchester’s enterprise landscape, strengthening its visibility across physical locations and digital platforms.
The result is a robust, scalable brand that supports programme delivery, commercial activity and its role as a credible city-centre hub for startups and early-stage businesses.
