New Logo and Branding: Curious SpacePosted: June 10, 2013
Curious Space is a London-based scenographers – a specialist scene setter – that creates “unique and inspiring spaces for museums, galleries and more”. Their visual identity, developed by Mash Creative and MayNinth, ‘splits apart to create a physical space that intrigues whilst the type can sit either horizontally or vertically in numerous layouts within the dotted grid”, establishing a flexible and unusual yet structured solution that extracts a proprietary value from the near-neutrality of Gotham’s geometric sans-serif characters.
The deconstructed nature of the logo-type, set within the boundaries of a grid which expands and contracts to accommodate different canvas and screen sizes, lend the typically corporate communicative impact of Gotham, a distinctive and quirky personality. Its three frame motion on-screen and multiple static layouts in print both manage to convey the themes of exploration, pragmatism, reinterpretation and non-conventional perspectives that really build on the ‘curious’ nature of the name as well as adding a creative dimensionality to a practice that works with predefined areas.
The jumbled and puzzle-like union of the characters perhaps contribute to a legibility limitation but one that places the values and services of Curious Space ahead of its own name, an interesting approach that makes the visual identity more of a mark with a lot more communicative value than a conventional logo-type.
The use of a black ink, grey tint and plenty of white space across the collateral establishes a conventional sense of professionalism and formality but this is appropriately juxtaposed alongside a vivid, flat neon orange that provides significant contrast and an energy that resonates really well with the corporate/creative duality of the ID.
The contemporary restraint of a two ink print solution is also reflected in the economical functionality of a united address label and compliment slip that can be separated from the letterhead through a simple perforation detail. These are elevated but not contradicted by the subtle but high qualities of a blind deboss and edge-painted detail.
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Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.