Maximising opportunities via "maxum"

The Innovation Hub pilot business incubator, which was founded in October 2000 as a "start-up" incubator, has "graduated" into a fully functional business incubator offering a complete range of incubation services. These include infrastructural support (internet connectivity; access to shared facilities such as office equipment, reception services, meeting rooms), linkages to markets, and business coaching.

Since inception the incubator, by its nature an interesting concept that attracts participants involved in interesting activities, has enjoyed media attention and been given a fair share of publicity. This has led to some market confusion about the relationship between The Innovation Hub and the incubator, often fuelling perceptions that The Innovation Hub is the incubator, or only an incubator.

"To help address this confusion", says Jill Sawers, Incubation Manager at The Innovation Hub, "a name change has accompanied the incubator's maturity". Now known as the maxum Business Incubator at The Innovation Hub, the new name enables the incubator to position an own, differentiated brand from that of its parent company.

The name "maxum" intends to convey the idea of maximisation - maximum growth, maximum business opportunities, maximum service provision, maximum assistance, and maximum achievement.

The logo has been designed to reflect of the main attributes of a successful entrepreneur: enthusiasm, agility, clarity of purpose, persistence, and rising to new challenges. It depicts an energetic entrepreneur, successfully launching off the stable "maxum" foundation, into the business environment. The momentum of the entrepreneur indicates a clear intent to accept a challenge and "make a difference".

The colour scheme of the incubator's new identity complements that of the primary brand, clearly indicating its continued identification with The Innovation Hub.

According to Jill, "the new identity clearly identifies the incubator as a uniquely crafted, "fun-work" environment of choice for high-tech start-up companies".

For more information, contact Jill at 012 349 0387 or on email at jsawers@theinnovationhub.com

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