A few months ago we introduced Genuino, Arduino’s sister brand for products sold outside the US. TODO, the design agency that developed the Arduino branding language since its early beginnings, created the new Genuino look & feel and signature elements. This new branding language is going to be applied to all Genuino and Arduino products in the near future.

Giorgio Olivero, one of TODO co-founder, studied at the Interaction Design Institute Ivrea, where Arduino was conceived. Giorgio and later on his team (among others Vanessa Poli and Alessandro Argenio) have been taking care of Arduino’s brand identity since then. We have asked Giorgio to tell us the reasons behind the original Arduino branding language, and the Arduino/Genuino design language refresh. Here is the story in his own words:

‘When we began developing Arduino’s identity in late 2009 we wanted the project to feature an accessible, pop, and clear communication language for the new community that was growing around DIY electronics. Something that wouldn’t compare to the technical-macho look of the engineer-oriented platforms and products: a testosterone-free positioning that could speak to everyone and not only to experts and hard-core enthusiasts.

Arduino’s original visual language had to stand out and define a yet uncharted market, its goal was to ‘declare, define, simplify’ without scaring people away with overly technical details. Arduino’s identity had to be true to its community values, not too polished but still elegant and accessible. It was basic, technical and playful. The message was: Arduino is a modular system open to anybody and in constant evolution.

As the electronics market keeps evolving at an incredible rate, it’s about time to refresh both the Arduino and the Genuino brand with an updated system. The new design keeps a strong continuity with the previous one, we see it as an evolution rather than a revolution. We want people to recognize that the core values and the ‘personality’ haven’t changed. The new recipe is spicier and less technical though, it has a sort of circus-like feeling: it’s about the joyful interplay of the Arduino ecosystem and community. You could see these colourful squares as different components, circuits, and modules of an electronics system. Or rather as the interlocking building blocks of the maker movement itself, that recipe of openness that makes Arduino so unique.

The new visual language evokes empathy, joy, and playfulness. Collaboration is its core value. It introduces a series of characters based on the electronics components with a playful personality, that will enable new outlets for the visual identity.

We have always enjoyed working with Arduino, our ongoing collaborations (and long friendship) surely requires very fast design iterations, because the Arduino ecosystem keeps evolving, but hopefully we are making the brand stronger and very well equipped for the new challenges ahead.’

Learn more about Todo on Twitter and Facebook.

Mike Szczys of Hackaday met Massimo Banzi at Maker Faire Shenzhen and interviewed him about manufacturing Genuino in China, the current and future of Arduino, and how recent events may shape the Open Hardware landscape.

Enjoy the video:

According to Make, the biggest news coming out of Maker Faire Shenzhen, outside the size and intensity of the event itself, was the partnership involving our team at Arduino and SeeedStudio.  Massimo Banzi during his talk presented Arduino boards using the new sister brand Genuino which will be made in China by Seeedstudio.

Dale Dougherty was in Shenzhen with them and did this video interview and article:

The biggest news coming out of Maker Faire Shenzhen, outside the size and intensity of the event itself, was the announcement made by Massimo Banzi that Arduino boards using the name Genuino will be made in China by Seeed Studio. There have been plenty of Arduino clones made in China that closely […]

Read more on MAKE

The post Arduino Wars: Genuino vs the Phantom Arduino and the Clones appeared first on Make: DIY Projects, How-Tos, Electronics, Crafts and Ideas for Makers.

Today, June 20th, 2015, Massimo Banzi, Co-founder of Arduino, and Eric Pan, founder and CEO of Seeedstudio announced at Maker Faire Shenzhen 2015 a strategic partnership between Arduino LLC and Seeedstudio.

Seeedstudio will manufacture and distribute Arduino LLC products using the new Genuino brand in China and other Asian markets.

The new Genuino name certifies the authenticity of boards, in line with the open hardware and open source philosophy that has always characterized Arduino. Genuino is Arduino LLC new sister-brand created by co-founders Massimo Banzi, David Cuartielles, Tom Igoe and David Mellis for markets outside of the USA.

“We are very excited to partner with SeeedStudio to manufacture our products in China. We’ve known and appreciated Seeed for years, we share the same values and I think they are one of the most forward looking companies in China” said Massimo Banzi.

And he also explained about Genuino: “Arduino is very popular in China but the brand is used heavily without permission. Genuino allows the market to clearly identify which products are contributing to the Open Source Hardware process. With Genuino, the Arduino.cc community will easily be able to recognize the partners who are contributing to support the development of the platform.”

Eric Pan, founder of Seeedstudio, explained: “Arduino is becoming a global language of making, we are proud to help provide Genuino branded localized products to carry on the conversation in China. Here we already have a huge Arduino user base and growing, it’s time to get us involved deeper with global ecosystem. “

Genuino-branded products will be sold on Seeed’s store on Taobao and soon on http://www.genuino.cc.

The partnership between Arduino LLC and Seeedstudio is a bold new step of a global development plan by Arduino LLC. Arduino LLC has recently launched the Genuino brand and is already working with market-leading, innovative manufacturers/distributors in Asia, Europe, South America, Canada and Africa.

Today, June 20th, 2015, Massimo Banzi, Co-founder of Arduino, and Eric Pan, founder and CEO of Seeedstudio announced at Maker Faire Shenzhen 2015 a strategic partnership between Arduino LLC and Seeedstudio.

Seeedstudio will manufacture and distribute Arduino LLC products using the new Genuino brand in China and other Asian markets.

The new Genuino name certifies the authenticity of boards, in line with the open hardware and open source philosophy that has always characterized Arduino. Genuino is Arduino LLC new sister-brand created by co-founders Massimo Banzi, David Cuartielles, Tom Igoe and David Mellis for markets outside of the USA.

“We are very excited to partner with SeeedStudio to manufacture our products in China. We’ve known and appreciated Seeed for years, we share the same values and I think they are one of the most forward looking companies in China” said Massimo Banzi.

And he also explained about Genuino: “Arduino is very popular in China but the brand is used heavily without permission. Genuino allows the market to clearly identify which products are contributing to the Open Source Hardware process. With Genuino, the Arduino.cc community will easily be able to recognize the partners who are contributing to support the development of the platform.”

Eric Pan, founder of Seeedstudio, explained: “Arduino is becoming a global language of making, we are proud to help provide Genuino branded localized products to carry on the conversation in China. Here we already have a huge Arduino user base and growing, it’s time to get us involved deeper with global ecosystem. “

Genuino-branded products will be sold on Seeed’s store on Taobao and soon on http://www.genuino.cc.

The partnership between Arduino LLC and Seeedstudio is a bold new step of a global development plan by Arduino LLC. Arduino LLC has recently launched the Genuino brand and is already working with market-leading, innovative manufacturers/distributors in Asia, Europe, South America, Canada and Africa.

The room was packed and carefully listening to Massimo’s keynote about latest development at Arduino during Maker Faire Bay Area 2015. Starting from core values of Arduino, its community and showing the work Arduino team is doing to bring benefits to it: it’s about creating open protocols, bridges and connections, to give more options to makers and allow them to port projects on what platform is more effective for the development of their ideas.

Arduino community is at the center of his message. It’s amazing how it has been growing a lot in the last 10 years and the impact of traffic and downloads of Arduino IDE gives us an idea of the importance of Arduino in the maker community.

In the last year more than 21.5 million visitors landed on Arduino.cc website and 65% were returning visitors with an average session of 6 minutes. An Arduino IDE is downloaded every 4.5 seconds and since March 10th we reached almost 1.4 million downloads.

That’s why Arduino is not only about boards. Arduino approach goes beyond hardware and commits to providing makers with a whole greater experience in creating projects and trying to improve the way people build with Arduino and other compatible boards.

This approach is represented in the improvement recently brought to the Arduino IDE but also developing web-based tools. That’s what goes especially into the new Arduino Create, now available in private beta. Massimo referred to it as the “Arduino Operating system”, because now makers can run Arduino on a bunch of different operating systems, frameworks, libraries, and translate a prototype into a finished product in a much easier way.

Going back to hardware, the moment arrived to give some news about where to buy Arduino.cc boards. After the announcement of the strategic manufacturing partnership with Adafruit for the US Market the audience burst into warm applause. Massimo then announced Arduino started a series of other partnerships to manufacture boards locally all over the world and make them available as soon as possible to makers and distributors.

At the beginning of July Arduino will celebrate Independence day as a bunch of classic Arduino and new boards will be available from Arduino stores and some distributors with the classic Arduino.cc brand in the US market and going into details with dates:

– Arduino WiFi Shield 101 from the 25th of June

–  Arduino Yún Shield available from the 25th of June – Adding Arduino Yún capabilities to any Arduino.

– Arduino Zero available from the 9th of July

At the end of the keynote Massimo spent a few words regarding the European and rest of the world market, introducing to the audience a new sister brand. Now we all can say: welcome Genuino!

It is a play on the Italian word genuino that in english means genuine/authentic and will allow Arduino team to keep promoting a common approach within the open hardware and open source community providing genuine boards to all makers outside of the US.