Region Midtjylland has their own Invention Lab … and they needed an identity that would reflect their personality while maintaining their association with the Region. In their own words, »MidtLab takes well known things and solutions and look at them in a new way – like through a kaleidoscope – so new angles and possibilities appear« … so what was more natural than taking the elements from the Region’s logo, and run it through a kaleidoscopic view creating a new and unique pattern. This opened up a whole new playground of fragments and shapes that were all originating from the original logo for the region.

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