Project Overview
CHALLENGE
Chick-fil-A was incorporating a new innovation building on their campus and approached Matchstic to give it a unique name and visual identity.
NAMING
Matchstic worked with the Innovation Department at Chick-fil-A to uncover the core idea behind the innovation building, "Where Ideas are Born". That idea led to the name "Hatch". Hatch tells the story of birthing ideas and has a nice connection back to the core of the business: chicken.
VISUAL IDENTITY
The Innovation Arrow is a graphic device used to promote the practice of innovation at Chick-fil-A. It stands for an unwavering pursuit toward better things. The arrow connotes improvement and forward motion. The textured quality of the mark speaks to the hands-on nature of the department and gives the identity system personality.Client
