Here
identity design
academic work
2024
Here seeks to provide the passer-by with a sense of where ideas have been born and cultivated with physical markers. The identity system is used for the markers, a website and an interactive online map.
The aim was to create a typographic identity system that reinforces the cultural link between place and ideas. The identity should be representable with physical markers and has to represent both creativity and the concept of evolvement, expansion or birth.
The letters become imagery and can represent the concept in an abstract manner. Angling and distorting type adds to the identity system. The concept of angles can be used across the website and map in a simple yet communicative manner.
The logo focuses on the diverse facets of the cultural fields, the cityscape of Melbourne, and the concept of growth and expansion. Each letter in the logo is angled differently and grows in different directions, just like the various facets of creativity. There is a sense of centre in the logo that works as a starting point for an outwards movement, creating an effect of the strokes spreading in different directions. As the logo expands from there it creates multiple trajectories for creativity and ideas. The angled extends from the logo to the typography on the website and graphics for the map.
The concept of creativity and expansion have been implemented across the identity and works both in 2D and 3D.
