PROJECT PURPOSE. Logo Letterhead Business Cards Website Mobile App Icon System Wayfinding System PALADS REDESIGN

Transcription

1 PROJECT PURPOSE The aim of this project is to design a new brand identity to accompany a redesign of the physical space of the Palads. This brand redesign is intended to emphasize both the Neo-Classical architecture of this space, while creating a modern visual aesthetic which matches the new function of the building. Several aspects of the visual language to be used by the new Palads were designed. These included: Logo Letterhead Business Cards Website Mobile App Icon System Wayfinding System

2 HISTORICAL CONTEXT The Palads is a landmark of downtown Copenhagen. It was originally established as a theater and still retains this functionality to this day. The functionality was augmented in 1979 by splitting the theater spaces apart and making Palads a series of theaters of varying sizes. One of its most defining features is its multicolored facade. This facade was painted by the famous Danish painter, Poul Gernes, in 1989, and is what makes the building both memorable and controversial. Some consider this building garish and visually assaulting while others consider it with a certain quaint fondness. Palads in context of Copenhagen Current Facade Palads in context of immediate area

3 PROGRAM ANALYSIS Space Program Palads, which is currently, purely a movie theater, will be made into an event venue, broken down into 4 main spaces: Free Space: Modular exhibition space which utilizes movable walls that mount between the added columns which mirror those found on the outside of the building Atrium: The main entryway/lobby area which features the central staircase as well as exemplary neo-classical architectural details Grand Theatre: A large theater space which can be used for the performing arts well as for films, it is typically one large room however, it can be broken up through the use of modular walls which utilize ceiling mounted tracks Cafe (Not Pictured): A dining space above the Free Space which also features an exclusive viewing tower

4 LOGO IDEAS Type Study DIN is a realist sans-serif typeface that is widely used for traffic, administrative and technical applications. It was defined by the German standards body DIN - Deutsches Institut für Normung (German Institute for Standardization) in the standard sheet DIN -Schriften (typefaces) in DIN fit the need for a clean, modern looking sans serif typeface. The typeface needed to be modern looking, without being lost among the widespread usage of sans serif fonts such as Helvetica and Univers. ALTERNATIVES PALADS PALADS PALADS PALADS Default Kerning This space is too tight. Custom Kerning This space is just right. Type Experiments

5 LOGO IDEAS Icon Study Photographic Reference Original Icon Drawing Refined Icon Drawing

6 LOGO IDEAS Color Usage C-0 M-0 Y-0 K-100 C-0 M-0 Y-0 K-0 The branding for the new Palads will only use Black and White as part of its identity. This is because the usage of colors will be dictated by the events in the space, which are planned an inhouse event firm.

7 FINAL LOGO Logo Usage Type + Icon Icon Type

8 FINAL LOGO Scale Study Too Small Normal Large

9 LOGO IN USE Letterhead Front A4 Back A4

10 LOGO IN USE Website

11 LOGO IN USE Website

12 LOGO IN USE App

13 ICON SYSTEM Explanation One of the main goals of this project, was to create a visual language suitable for a professional venue space which allowed for a high level of communication while minimizing the need for signage. One of the easiest ways to do this was through the use of pictograms. This set of icons was custom created to have a universality while still being identifiable as being part of the Palads brand. This balance between generality and specificity allows for powerful yet understandable branding.

14 ICON SYSTEM Examples Free Space Bus Stop Female Atrium Bathroom Male Grand Theatre Exit Cafe Elevator

15 ICONS IN USE Business Cards PALADS Alexander Hayashi Creative Director PALADS Alexander Hayashi Senior Curator PALADS Alexander Hayashi Head Manager

16 ICONS IN USE Business Cards PALADS Alexander Hayashi Sound Engineer PALADS Alexander Hayashi Head Barista

17 ICONS IN USE Wayfinding Main Entrance Wayfinding Sign (Mounted on clear acrylic)

18 ICONS IN USE Wayfinding

19 ICONS IN USE Wayfinding

20 ICONS IN USE Wayfinding

21 PROJECT REVISIT Alterations Increased Kerning between Icon and Type Alternative to Boxed Icon