Development of a sub-brand

The creation of a new network for coordination and collaboration of internal and external startups needed a name, a common goal, and a fitting look.

Key concepts were building brand, innovation and future. The "&"-character connects all innovation-friendly startups on a personal level as "You" through the company founder's first name Robert (Bosch) with a strong partner. The ampersand works ascending and as an anchor. It is flexible, and agile and symbolizes the docking points for innovation, cooperation and collaboration of equals. just like the startup rules.