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Accelerator Centre Unveils New Brand Identity and Relaunches Flagship Program Under a New Name

The AC and its Board of Directors have unveiled a new brand identity under the leadership of CEO, Jay Krishnan.

January 24, 2022

January 24, 2022 — Waterloo, Ontario — The AC and its Board of Directors have unveiled a new brand identity under the leadership of CEO, Jay Krishnan.

With the help of Kitchener-based design agency, Him & Her, the organization has created an identity that evokes the energy and grit of a global-first startup ecosystem. The new brand provides a foundation for delivering on the organization’s strategic roadmap, including launching a new suite of founder-focused programs, providing increased access to investment opportunities, and expanding the organization's global network.

The new logo reflects an invigorated and refreshed organization. It is centered on a commitment to putting founders first and reimagining global startup incubation programming, all with the vision of building the world’s #1 full-stack startup hub.

"The AC has long been a hub for innovation, offering founders a depth of support beyond the status quo. Our new brand echoes the AC’s pivot into the new entrepreneurial paradigm, one that is global-first, collaborative, connected, agile, diverse, and inclusive" says CEO Jay Krishnan “The new logo reflects our refreshed playbook and the various building blocks that work together to create a network of support for founders at the AC and beyond.”

"The AC's new brand is an evolution of our story and a declaration of how we see the future of the innovation economy. It considers both our vision for the future and our 15-year history of creating Canada’s top startup success stories,” says Director of Marketing and Communications Tabatha Laverty. “It is built on attributes and values shared by our founders, our mentors, and our staff team — tenacity, grit, and a passion for changing the world through entrepreneurship.”

“As the AC adapts to meet the changing needs of startup founders, the new brand will serve as a north star that demonstrates the organization's commitments to keeping founders at the forefront of everything we do and to leveraging local and global partnerships to ensure founders can thrive,” says Board Chair Julie Barker-Merz.

Along with the new brand, the AC has also re-launched its flagship program, The Accelerator Program®, under a new name, AC:Incubate™. The newly redesigned incubation program will continue to provide founders across the country with access to education, mentorship, and investment opportunities with a new approach, including a remote-first delivery model and an expanded community network for founders.

“Waterloo is one of the best places in the world to build a company, says Krishnan. “The global innovation landscape is changing, and now is the time to re-think the way we support entrepreneurs. Our new approach to delivering the AC:Incubate program will ensure we can offer our startups the best of what the global entrepreneurship community has to offer while continuing to deliver the proven programming that the AC is known for.”

About the AC
At the AC, we exist to help ambitious dreamers impact global change through their businesses. We provide an extensive selection of customizable opportunities for founders to tap into—allowing them to rapidly bring their innovation to life and watch it thrive.

To date, the AC has worked with over 650 startup companies. AC alumni represent the best-of-the best in Canadian tech, including globally impactful success stories like ApplyBoard, Miovision, Magnet Forensics, Axonify,, TextNow, and SSIMWAVE.

Tabatha Laverty
Director, Marketing and Communications
[email protected]