Cicada Innovations

Brand Identity

Kevin Tran — Creative Direction, Strategy, Brand Design
Damien Attenborough — Strategy, Verbal Identity
Rekha Dhanaram — Brand Design

Cicada Innovations is one of the leading incubators in the world, renowned for developing science-led 'deep tech' ventures that tackle society's most pressing problems and promising opportunities.

Working at the forefront of technology, Cicada's residents apply groundbreaking innovations in advanced materials, synthetic biology and AI to challenges like the future of human health, food security and the climate crisis.

Background

Established in 2003, Cicada supports entrepreneurs with access to cutting-edge labs, connections, mentoring and a thriving community.

Having launched hundreds of companies collectively valued at over $2bn, Cicada's mission is to make Australia a leader in deep tech, while inspiring the next generation of scientists and entrepreneurs.

Brand Strategy

Cicada approached Luka to create a new brand identity reflecting their future-forward mission. This led us to the brand idea of 'Discover Tomorrow', positioning them as a pioneer and home for deep tech.

Architectural details
Cicada Innovations, Sydney site

Logo Design

Cicada's historic building was once a factory for railways in the last industrial revolution, and is now home to revolutionary technology. Our logo symbol reflects their role as a physical incubator space, drawing from the language of architectural blueprints — with its geometry echoing the industrial details of the heritage building itself.

Brand symbol
Cicada Innovations

Custom Letterforms

We created a suite of graphic assets as an extension of the brand symbol, abstracted from architectural details found within Cicada's incubator space. Following the same design language as the logo symbol, these assets speak to the ever-evolving, personalised spaces Cicada provides for their residents.

Dynamic logo

We created an expressive logotype of custom Cicada letterforms as an extension of the primary symbol. The letterforms can be reconfigured in endless combinations, reflecting how the incubator tailors their labs and spaces to grow alongside their residents' needs.

“Luka helped us articulate and bring to life our DNA. The research insights communicated our value beyond what we could even see. Our mission got sharper. Our identity became crystal clear. Our verbal and visual identity is compelling to everyone we need to reach.

Luka has taken the complex journey of deep tech and the impact we can have on the world, and humanised it and made it real for our residents, our community, our collaborators and our partners.”

— Sally-Ann Williams, CEO