Xinova: Innovation Made New

We are pleased to announce that Xinova – the renamed and restructured company formerly known as Invention Development Fund (IDF) – launches today, bringing an entirely new brand and fresh face to the world of innovation.

Xinova partners with its customers to think beyond the confines of their organization, and the traditional approach to R&D, to help them evolve, innovate and compete. Their global innovation network of 10,000 inventors, a multidisciplinary expert network, is core to their offer, bringing uniquely fresh perspectives and capabilities to bear on businesses in sectors as diverse as technology, construction, farming and FMCG.

FutureBrand has worked closely with the company’s executive team to deliver the brand commensurate with their achievements, ambitions and customer relationships. The new name, Xinova, conveys the concept of a global innovation partner by bringing together two words for ‘new’, one Asian, one European.

The supporting brand identity captures Xinova’s unique culture and mindset, which is as creative and entrepreneurial as it is rigorous and scientific. The governing thought is therefore ‘structured creativity’, creating a rich and varied brand toolkit that conveys the diversity of Xinova’s work and the dynamism of its thinking in a highly visual, colourful manner that is nonetheless tightly structured.

As befits such an innovative organization and brand, Xinova’s logo has been designed to be dynamic and animated. It appears in a variety of forms, the most colourful of which animate to create a memorable and ownable mark.

The development of the new name and brand was born out of strategic consultation with Xinova’s international network. As Nick Gibson, Head of Marketing, explained “Working with FutureBrand very much reflected our own approach, which meant truly understanding the challenge, close collaboration from the outset, being open to new ideas and cultivating them to achieve solutions that make a real and lasting impact. The brand we have created together is a powerful representation of who we are, what we do and the difference we make”.

“Smart clients understand that B2B branding has the capacity to be every bit as engaging and emotionally compelling as consumer branding. As you’d expect from a forward-thinking company like Xinova, they fully embraced this opportunity and now have a great platform for future growth” Freddie Baveystock, Senior Strategy Director, FutureBrand London.

Visit the new Xinova website here.