BPO


Primary by DIA, United States

Opinion by Richard Baird.

Brand identity for New York co-working and wellness concept Primary designed by DIA

Primary is a new co-working space in New York that introduces health and wellness into the workplace. This can be seen in the approach to interior design; a mix of wood, contemporary soft furnishings and greenery, experienced in the fusion of office space, business events and relaxation classes, and expressed throughout Primary’s brand identity, created by graphic design studio DIA.

DIA were tasked with establishing a sophisticated and approachable system that would appeal to a health conscious and savvy entrepreneurial audience. This is achieved in the simplicity of form, both in type and mark, a generative component that adds a breadth of colour, and the way that this then reaches across lighting, signage, website, scheduling tool, social media, business cards and brochure.

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London Design Biennale by Pentagram, United Kingdom

Opinion by Richard Baird.

Logotype, print and stationery by Pentagram partner Dominic Lippa for London Design Biennale

London Design Biennale is the world’s first purely design-focused biennale from the team behind London Design Festival. It will take place between the 7th and 21st of September at Somerset House. The theme of this year’s event, Utopia by Design, will include entries from 37 countries. These intend to interrogate the history of the utopian idea, engage with some of the issues faced by humanity and suggest possible design-led solutions, all in honour of the 500th Anniversary of Sir Thomas More’s political philosophy classic Utopia. Entries will be judged by The London Design Biennale International Advisory Committee and Jury, composed of leading creative design experts worldwide.

London Design Biennale features an impactful and thoughtful brand identity designed by Pentagram partner Domenic Lippa and team, informed by his decade-long relationship with the London Design Festival. This included wordmark, printed collateral and signage based around an expanding and contracting visual device, a bright orange ink and strong typographical contrast.

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Giant by Also Design, United States

Opinion by Richard Baird.

Brand identity for Chicago restaurant Giant by Also Design, United States

Giant is a restaurant on Chicago’s Armitage Avenue with a menu of what is described as unpretentious Midwestern food. It is a small and intimate space with a contemporary and utilitarian interior of solid wood tables, simple chairs, brick and wood panelled walls, and chipboard skirting. Giant’s brand identity, designed by Also and extending across business cards, website, signage and menus, is an articulation of the the restaurant’s tongue-in-cheek name and plays against its modest interior space through type, typesetting and image.

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