Plasma is the coworking and makerspace of the Universidade Estadual de Campinas (UNICAMP), created as a new hub for innovation open to the entire university community. The space was conceived to support students’ growing need to develop in more creative, autonomous, entrepreneurial, and socially engaged ways. The visual identity for Plasma was designed to reflect this emerging culture of creativity and technology while also acknowledging the legacy of the former Plasma Laboratory at the Institute of Physics, which now hosts the new space and lends it its name. The logo, the central element of the brand, simultaneously references the filament of a 3D printer as a symbol of maker culture and the plasma globe associated with the laboratory’s scientific heritage.