ASML 40th anniversary campaign

ASML is a leading global tech company, renowned for its groundbreaking advancements in producing microchips through computational lithography. Interbrand was approached to create a campaign celebrating their significant milestone: their 40th anniversary. Our task was to create a unique brand universe that highlight their brands history and achievements over the past four decades.

Each decade of ASML had its own logo and visual universe, with the first decade marking when ASML first opened its doors. It paid homage to the invention of Tetris and the early visual language of gaming. The second decade, spanning the late ’90s to early 2000s, played with the visuality of the early internet. I created the logo and graphic illustration system for the “pop-up” windows, using overly designed ASML brand visuals in a Y2K-inspired aesthetic. Referencing common early 2000’s internet graphics to inspire motion elements as well as ASML machines that were used in this time period. 

For the third decade of ASML we enter the rise of mobile devices and social media. Collaborating with the team we developed a unique suite of emojis unique to ASML  creating a playful library of useable and animated emojis highlighting the most distinct visual elements of every day life at ASML.

The fourth and final decade of ASML focuses on digital twins and the future of technology. I developed the digital twin logo and played a significant role in creating a suite of custom illustrations representing key ASML technologies, including wafer chips, lithography machines, and EUV lasers, all expressed through a “digital twin” visual language designed to complement the logo’s behaviour.