KesselsKramer Rebrands University of Amsterdam’s New Computer Science and AI Department

The University of Amsterdam has opened a new computer science and artificial intelligence department on its science campus, called Lab42. The purpose of the new building is to build a bridge between the university and tech start-ups, and create the foundation for a new community. KesselsKramer dived deep into the world of computer science and algorithms to brand this new home of innovators.

Building

In the Lab42 building, the digital world meets the physical world. World’s greatest computer scientists are honoured on the walls in ASCII portraits. The stairs are numbered by the powers of two, like in computer storage. Lockers are labelled with shortcuts and CAPTCHA’s. The branding of the building is written fully in the language of this community, to create the sense of a high-end clubhouse where these students and entrepreneurs come together. 

Digital

But it’s not just the digital world entering the physical world. When you visit the homepage of Lab42, the opening sentence changes every time you visit, using information such as your physical location and the time to create a personalised message. The more you visit the website, the better the experience.

Modular design system

This variable aspect is a key part of the branding, in which KesselsKramer created a modular design built as an algorithm. Each sentence can therefore be broken into separate, changeable and personalisable parts, that can each generate a fully different outcome. This design allows Lab42 to communicate in a way that fits their knowledge of digital innovation.