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In response to new market developments and the competition from low wages countries Philips Semiconductors intensifies the cooperation between suppliers and customers: an interaction between partners in technology, business and lifestyle to accelerate the development of products that have a higher added value and are more tuned in to the market demands. This cooperation must reshape the future of technological product development and boost the Dutch knowledge economy.

The global network of techno- logical companies, education and research institutions, marketers and ‘creators’ needs a centre to guarantee intensive cooperation and to symbolise the new network. This centre will be built in Philips Semiconductors’ hometown Nijmegen that lies in latitude
52o north and offers office space, leisure, retail and accommodation to facilitate maximum integration from all disciplines. The network and the centre must have a clear corporate identity and a strong internal and external communication in order to assure sufficient political and public support, and to attract investors for the building process.

The corporate identity activates the continuing cycle of action and reaction between partners and reflects the flexibility and changeability of the network and its surroundings – a concept that also has to provide insight into the symbiosis between business, lifestyle and technology.

The visual communication is not fixed. Typeface, colour palette and trademark offer optimal freedom for ever-new combinations with still clear recognition. A software program that reshapes the varying number of separate squares from which the trademark is designed creates the trademark. The trade- mark vibrates around a horizontal line. The three-fold partition refers to the worlds of lifestyle, business and technology. The colour palette contains the entire colour circle, and much like the trademark the typeface is dynamic. The multiple- master font Myriad can change
in weight. Together they symbolise the scope and density of the network and the ‘knowledge flow’ between the partners. The images and illustrations used underline the international character and ambition of the project.

A short film, a brand book and a sales brochure present the ideas behind this centre and portray the necessity of such a network, while the communication around the actual building site is focused on showing what the future of the centre will bring to neighbours and partners.