LOGOTYPE ASSIGNMENT

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LOGOTYPE ASSIGNMENT

• Håkan Carlsson, Gustav Ekblad, Gabriella Fritzson
• Identity Communication 2006

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BACKGROUND
We have assigned a project to name a new Hotel
and Convention Centre in Stockholm. The Fair is
newly built and the core values for the Centre
are nearness, simplicity, modern, personal, warm
and Scandinavian. The name and the logo that we
are to create is going to be hip but not to
funky, modern and stylish.
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BRAINSTORMING
We started up by brainstorming typical
Scandinavian concepts and teams to get a start on
our project, we came up with typical things but
the main thing we followed was the Northern
Light. This Hotel and Convention Centre is also
special because it has an facade that changes
with light concerning what they are to show on
the outside of the Hotel. So therefore the light
concept and with Northern was something we really
thought was a brilliant idea. After this we
talked through different names and came up with
North light, for a Scandinavian and attractive
name. By brainstorming the Northern Light and
looking at images for the phenomenon we started
to work with our logo.
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3 DIFFERENT APPROACHES
The blue logo is a combination of the northern
lights and the cold, yet warm familiar feeling we
have up here in the north. In this alternative we
have worked with monochromatic colours in the
same scheme without any complementary or
secondary colours. The design ranges from the
colour blue to the colour white and its
simplistic design we think fits in well with the
name north light. The different value of blue
gives a feeling of the lights that supposedly is
set on the façade of the hotel and convention
centre. The Scandinavian style is echoed both in
the simplicity of the type and the use of lower
case letters in the brand name.
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3 DIFFERENT APPROACHES
Here we have been using the purple and winered
color, to get the feeling of the northern light
shaped as a mountain mainly because it appears in
the northern part of Sweden. There goes a range
from dark purple to light purple and finally to
white, where the "light" ends. The contrast
between the winered and purple works fine, cause
its quite warm colors. We have choosen to have
the type in italics to get a more familiar
feeling.
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3 DIFFERENT APPROACHES
This logo is created after the theme that we have
decided in the group, such as the typeface, the
ground idea and colours. The typeface Century
Gothic is a simple and round letter typeface that
we can connect with an earthy feeling. We have
used the colour red, a warm and inviting red to
create a personal and friendly environment on the
logo. By adding the information about the Hotel
and Convention Centre we want to show a clear
message what the building is about and made this
black for no confusions. The light strip instead
of the I is a Northern Light that we have made in
red, yellow and orange to show light and warm
colours. Weve used italic letters as well to
create a glimpse and radiant feeling.
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WHY DESIGNING LIKE THIS?
Colour to use are Red for a warm feeling and also
Orange, Yellow, Purple and also Blue to show a
Northern light atmosphere. And images and
concepts we came up with was to use the light
streak, light dots and the whole light shade the
Northern light is creating. By working with the
logo we all gave in our different suggestions and
decided that we are to use all three different
attempts to this name and logo. Even if we are
using the same name, typeface and concept, you
can look at the buisnesscard and logo from three
different views. The typeface we use is Century
Gothic, mainly because its a clear and easy san
serif, but also because of the O s and the round
letters. We want to create an earth feeling and
using the nature as the main concept and
therefore Century Gothic has an earthy feeling to
it by its round letterforms, connected with the
sun, moon, earth and the core of the world. By
adding Hotel and Convention Centre to the name
and logo we want to make a clear statement what
the building is about.
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BUSINESSCARDS