The Brand Identity

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Every day, our inbox overflows with interesting and inspiring projects from all over the world. To make sure more of them receive the attention they deserve, we have THE INBOX, a collection of five of the best projects, every week. If you are interested in sending us your work, download our submission guidelines by clicking here.

Parking Riponne SA manages three of the oldest and largest parking structures in the Swiss city of Lausanne. Commissioned to rebrand Rippon Express, the company’s dedicated delivery service, local design studio Hymn quickly realised that “addressing only one of their service offerings would diminish the lasting impact of any changes they sought to make”. After getting the company on board, they took a deep dive into what a long-term sustainable future might look like before deciding to create an entirely new brand: INOVIL. As a result of the new name and strategy, they’ve transformed well-managed but ultimately forgettable parking facilities into an advocate for urban wellness and mobility.

INOVIL adopts a dynamic and colourful visual identity led by a custom typeface. Using Swiss Typefaces’ Simplon Norm as a starting point, Hymn found inspiration in “a mix between road traffic lines and the visual codes of public transport plans such as subways maps”. The new-look makes a statement of intent for a company within a traditionally straight industry, with the redesign covering everything from employee uniforms and their website to a digital and outdoor advertising campaign.

Every summer, the Thyssen-Bornemisza art museum in Madrid holds a series of themed summer concerts on its terraces, titled ‘Aperitivos Thyssen’. Working with a theme of anonymous characters for the event’s 2020 edition, Rebeka Arce Studio created an identity system that focuses on members of the museum’s collection that do not possess a biographical account. Using carefully-selected pairings of musicians and paintings decided by the museum’s curator, the studio designed a system that only reveals parts of the artwork through an organic circular form to emphasise the ‘anonymous’ theme. As a result, “you’re discovering a part of the painting in the posters, but it’s not until the day of the event that you discover the full painting and the story of the unknown character”, Arce explains.

With the brief in front of them to rebrand Vietnamese architecture firm 6A, Saigon and Los Angeles-based studio The Lab decided to look at their name from an alternative perspective. Thinking about how architecture has the power to bring joy, surprise and wonder to our lives, they boldly and unexpectedly decided to rename the firm to ‘Aaaaaa‘. The resulting identity system is modular by design, mirroring their multidisciplinary approach while taking full advantage of the new name’s unusual phonetics. The colour palette and typographic choices follow the understated aesthetic typical to the industry, providing a considered contrast to the personality of the wordmark.

Based in Ireland, BPM Videos is a film production company that works on a multitude of productions, from internal training videos to television commercials, with a strong focus on cinematography and lighting. London-based Irish designer Duane Dalton’s logotype for BPM captures the art of lighting a subject by intelligently using negative space to mirror the form of a spotlight being shone. With the black-and-white palette successfully emphasising the concept, the rest of the identity system takes an understated backseat through the supporting typeface choice of Helvetica Neue.

SuperMarket is an art fair that brings together a community of like-minded makers across varying stages of business, offering them a platform to learn from each other, make friends, and come together as a collective. To bring credibility to the event and celebrate the makers, they employed Brooklyn-based designer Ross Gendels to craft its visual identity.

Inspired by the name, Gendels’ concept marries the natural, undesigned aesthetic of grocery store receipts with the playfulness and warmth found at art fairs. The identity revolves around a distinct combination of two fonts, NeuePlak and Garamond Italic, successfully capturing the aforementioned duality. The black-and-white palette not only allows for a cohesive and distinguishing system but recognises the artists, makers, vendors and sellers as the focus of attention.

Nicklas Haslestad details...

Andrea Trabucco-Campos...