Nesta and INS discover the magic number

Interbrand Newell and Sorrell has created a new identity for The National Endowment for Science, Technology and the Arts.

The identity takes the form of a three-sided continual optical illusion, giving the organisation a symbolic “power of three”.

Nesta, founded in July 1998 with £200m of Lottery cash, aims to support exceptionally talented people and projects. Special emphasis is placed on those with expertise which breaches the traditional boundaries between science, technology and the arts.

INS multimedia designer Glyn Britton says, “The number three has always been the strongest number. By looking at the symbol from different angles and by using a flexible colour palette, it becomes an optical illusion which works in 2D or 3D applications.”

The launch of the identity coincides with Nesta’s first support projects.