Opinion by Richard Baird Posted 19 May 2016
Innovation Properties is a Scandinavian developer creating modern, functional and timeless homes in and around Stockholm. The developer recently worked with graphic design studio 25AH to create a new brand identity that would run across business cards, stationery and project brochures, and in conjunction with a new website, also designed by 25AH.
Where you might have expected something overtly expressive, bright and unconventional from a company with innovation in its name, their brand identity is rather conservative, conveying more of a reassuring heritage quality or sense of legacy and a little of the corporate in the choice of materials, colour, type and print finish.
Contrast is used to good effect and, alongside illustration, the real highlight. This includes panels of colour and an urban grey, hand drawn ink and watercolour images adjacent to the structural qualities of grid-based layouts and formal elevations, the serif flourishes of Noe Display set next to the sans-serif functionality of Trade Gothic, and the gloss of a gold block foil over uncoated papers and fabric surfaces. These effectively play with the personable, crafted and high quality, mix elements of modernity with those of heritage and experience, and successfully move between an architectural robustness and interior material detail.