The Hub is a university maker space meant to be a place for students of all departments to come together, make connections, and let their imagination soar. The name “The Hub” is reflective upon the space as being a center of activity, and a location easily accessible and visible to all students. This identity concept highlights the inventiveness and technological aspects of The Hub. The letterforms are playful with a reference to technology through “circuit-like” graphic elements and negative spaces in the letterforms. The “u” of this identity is an abstracted comment bubble to represent the space’s ability to spark a conversation between students, and be a place that they can collaborate and learn from each other. The chosen color palette is sophisticated, yet friendly to draw students in and identify the space as a high-tech facility open for their use.