Johanna Manz – visual and digital design

ASML

Corporate Design

Branding, iconography
Project by Fabrique, Amsterdam
intership / March - August 2019

During my time as a visual design intern at Fabrique, I had the chance to work with a team on a new corporate design for ASML.

ASML is an innovation leader in the semiconductor industry. They provide chipmakers hardware, software and services, to mass produce patterns on silicon through lithography. This year, they employed 28,073 people worldwide.
Working on this project, I got a great insight in how to give a brand a visual identity. Most of the time working on this project I spend on designing more than 100 icons.

<-- The line-based icon suite inspired by the grid helps create a consistent style with a distinctive and ownable character that is as clean and simple as the rest of the visual identity.

The icon style is unique and follows the ASML brand style. Together with my colleagues we set a few rules for creating the icons. Apart from this, there is a grid that is used to maintain consistency throughout the icon suite. -->

Based on the icon style, we developed line-based iconographic illustrations. They ensure a strong level of consistency across all infographics in an ownable style - mirroring the style of the icons. Icons as well as illustustrations are implemented in the annual integrated report. -->

Next to choosing the right imageries for the brand, these where the main design elements I worked on. Building up this new identity, my team and me led a workshop for the people in charge of ASMLs communication.

On this day, we introduced their new brand design and showed them how to use it. Apart from icons, infographics and imagery there are all the other common design elements. In the end, all these were summarized in the brand book.