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LinkedIn Detroit: Brand Design

Detroit, Michigan

LinkedIn decided to put down roots in Detroit, a bustling city that is being revitalized in a big way. LinkedIn partnered with Gensler on the design to create a vibrant graphic program that represents LinkedIn’s values and showcases the spirit of the city. The rich history of Detroit influences the colors, materials, and themes throughout the graphic program. In the reception area, an 800-pound LinkedIn logo, referred to as an “InBug,” is made of authentic car pistons. Detroit transportation, music, and food culture are incorporated into theme floors and conference room wayfinding throughout the workspace. Each floor is represented by an installation with car grills and amplifier screens from Detroit companies, which spell out, “Built Here” and “Spun Here.”