OUGD603: Brief 16 — DBA - A System of Play Research

We decided to look into 'A System of Play' - An adaptive brand system with a core basic shape, that allows us to play around over a multitude of formats and media. 

Here are some examples of research undertaken into this area: 

AGU Open London — Spin
http://spin.co.uk/work/agi-open

A very basic system to work with, which couldn't be any simpler. Two contrast shapes have been used to represent 'A' and 'O'. This has been used at vastly different scales, in patterns and cropped. 

                                                                                                                                                  

Proa — Spin
http://spin.co.uk/work/proa1

 Here a simple 'mechano' shape has been used to create a display typeface that is used over a variety of brand collateral. Since the typeface is so unique, this acts as the identity itself. 

                                                                                                                                                  

Venice Biennale — Stockholm Design Lab
http://www.stockholmdesignlab.se/venice-biennale/

"The challenge was to create an identity that had intelligence and impact but didn’t overpower the art. We explored many ideas but kept returning to the simplest (and best). We love flags at SDL. And deconstructing the flags of all the nations at the Biennale into their different elements supplied us with a stockpile of abstract but still (just) recognisable forms that we assembled in surprising combinations on catalogue covers, posters, signs and notebooks suggesting new unities and associations."

I love this project. To communicate global input in the identity, flags have been deconstructed and used as their basic shapes. As all flags contain such basic shapes and quite primary colours, this tied them together, which works seamlessly over all collateral.