Our creative aim was to generate enthusiasm about science using a new international image for mankind’s biggest ever experiment – the World Machine. What happens when two particles collide? What happened during the Big Bang? What makes up the universe? What is the origin of mass? Where has all the antimatter gone? Scientists from all over the world are using the Large Hadron Collider – the most powerful particle accelerator ever built – to answer these fundamental questions. Mankind’s biggest ever experiment will take place beneath the ground, at CERN, the European Organisation for Nuclear Research in Geneva. The international visual identity of this World Machine involves particles, which symbolise the world’s largest particle accelerator, a documentary visual language, and surprising marketing approaches such as a subterranean exhibition at Bundestag U-Bahn station in Berlin.
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