Okay, we admit it. When we first met the people behind AM Hub, we didn’t really know what AM meant. Figuring that we are just about as enlightened as the rest of the population, we designed an identity for AM Hub that never lost sight of this: Awareness was an integral part of the branding strategy.

AM is short for additive manufacturing. The word additive reflects the process of producing an item layer by layer in three dimensions. We already know the process from 3D-printing and one of AM Hub’s missions is explain to as many companies as possible that additive manufacturing is much more than 3D printing. Roughly speaking, what 3D printing is to additive manufacturing is what PlayStations are to e-sport on a professional level.

Okay, we admit it. When we first met the people behind AM Hub, we didn’t really know what AM meant. Figuring that we are just about as enlightened as the rest of the population, we designed an identity for AM Hub that never lost sight of this: Awareness was an integral part of the branding strategy.

AM is short for additive manufacturing. The word additive reflects the process of producing an item layer by layer in three dimensions. We already know the process from 3D-printing and one of AM Hub’s missions is explain to as many companies as possible that additive manufacturing is much more than 3D printing. Roughly speaking, what 3D printing is to additive manufacturing is what PlayStations are to e-sport on a professional level.

AM Hub’s visual identity is the personification of AM technology. The continuous process of layering material upon material until a fully formed shape appears inspired us to create a logo that explains something specific about the actual process while creating a strong and dynamic identity, that easily transforms itself into other shapes, even pictograms. The white lines are a recurring and playful theme throughout the website in particular.

The colouring scheme for AM Hub is nothing if not simple. As a reminder of the digital technology that drives additive manufacturing, the colours are kept in a strict binary system of blue and white. While channeling the logic of programming, the colours also reflect that AM Hub is an accessible, engaging, and trustworthy foundation.