Josse de Bruijne

ASML

Commissioned by ASML
In a team with Mijksenaar
Most photos © Mijksenaar

For the largest tech company in the Netherlands I have been building a very complex and very scalable wayfinding familiy.

The design of the wayfinding elements was made to match their hard blue brand identity, but softened to make it pleasant to fit in an office environment. As ASML is making computer chips with light, we developed semi-transparent elements that react to the light conditions of their surroundings.

Within this project, I am the lead designer in both graphic and product design: from creating a comprehensive familiy of elements for indoor- and outdoor use and overviewing its consistency, from the early sketch phase up to making detailed functional specifications to ensure quality control in production, as well as improving the complete system to make it of better use to my colleagues, and to ASML.

Pictograms

Using the pragmatic design aspects and shapes of pictograms used and recognised around the globe as well as the outlined but harder to decipher icons of the ASML corporate identity as a starting point, an extensive family of pictograms was distilled out of this. In all pictograms, both outlines are found as well as the solid shapes that work much beter for wayfinding. By doing this, the link to the ASML identity was kept without compromising legibility in complex environments. The sharp corners in the design refer to the level of precision ASML is working at.