The new identity revolves around the logo, which operates as a system rather than as a single element. A system in the truest sense of the word. It consists of various pictograms and is flexible in terms of composition, styling and colour schemes, enabling it to be adapted to relevant requirements and innovations, while still remaining extremely recognisable.

To help demonstrate this more simply, let’s turn to a metaphor from the world of food, the potato, which can be made into chips for children, cooked au gratin for adults or transformed into mashed potato for the family etc. The main ingredient is always the same, yet the taste and effect vary depending on individual preference and the context. The Alimentarium’s logo system is our potato, palatable to every target group, whether it be students, families, or experts in nutrition. To put it in other words, a chef has an idea, looks for the ingredients, invents a recipe, and adapts it to his guests. We have simulated this creative process visually. The new Alimentarium tastes different to each person. It is never the same, but always interesting.

The chosen colour scheme, the patterns featured and the imagery all underlie one single principle, enabling the visual identity to be applied flexibly and with an element of fun, at any time – whether for classic or new digital media. This versatility in the elements of the new identity also means a heterogeneous audience can be reached, allowing each individual to feel at home in the remodelled Alimentarium based on their own personal preferences and interests. It is a new universe which reduces wariness, breaks down barriers, acts as a source of inspiration and is waiting to be experienced and embraced.