DDB Vilnius capture the flow of life with a generative tool for Lithuanian business centre Artery
Vilnius-based design and branding studio DDB Vilnius have developed the identity for Artery; the Lithuanian capital’s new business centre from architect Daniel Libeskind. Avoidant of dry, corporate and static brands seen in commercial properties, DDB Vilnius went in the polar opposite direction; developing a generative, adaptable logo system accompanied by abstract 3D illustrative renderings and a vibrant red signature colour in an attempt to stand out from the surrounding hues of IT and tech brands.
Channelling both the warmth of Libeskind’s artistry and the lively bustle of culture and nature within Artery’s grounds, DDB Vilnius’ generative solution encapsulates Artery’s environment as well as its sentiment; dynamically representing the notion of a city as an organism, and the rhythm of daily life. The tool itself allows for an infinite amount of static logomarks, as well as the technology for the letterforms to be continually distorted, or to react to given information – while also having the capability to generate secondary graphic elements to be implemented across the brand.
“The process of developing the tool was not that different from what we have in other branding projects,” DDB Vilnius’ Adomas Jazdauskas tells us, noting how the only difference is timing. “The coding part is what made it a more time-consuming thing,” Jazdauskas adds, working with generative designer Mindaugas Dudenas in the tool’s creation.
The success of the identity can be also attributed to DDB Vilnius’ typographic choices, opting for Roc Grotesk as the primary typeface, and in doing so giving the brand the necessary balance between its abstract and earnest sensibilities. “This font is known for its wide and bold letters, which are associated with the architecture of Liebeskind,” Jazdauskas tells us. Alongside Roc Grotesk is Gilroy as the secondary, supporting typeface, utilised for its legibility at small scales. “This font has good readability for longer texts,” Jazdauskas concludes, “the two work perfectly together.”