Space Co-working

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Space Branding

Space is more than just an co-working space; it's a passionate new take at an office – bringing energy, personality and peace to the place where we spend most of our productive hours. Space is building co-working offices for freelancers and small startups to have an affordable yet stunning office to work out of.

Research and Mood-board

To align with the client expectations and to understand how their competitors were using graphic elements in their branding, I put in lots of effort to research their brands, identities and their use in real life. With this I created a mood-board to guide my decision in the design process.

What stood-out from this research were modern sans-serif typefaces, bright colours and simple, clean icons.

Sketching

After a discussion with the client and explaining the direction we should take for the branding,

I got down to get my hands dirty.

I like to begin with a small exercise of word association with the brand name, key emotions, and desired characteristics. This get the juices following and helps me generate a lot ideas. This process is mindless, fast and about getting my thoughts on the paper.

The Metaphor

An iconic identity represents a company the same way a face does it for a person – it lends to it a personality and character. The stakeholder at Space felt strongly gravitated towards the icon of a flower, that incorporated a 'S'. A flower indicated unique and admirable qualities of joy, freshness, colourfulness, and pleasant smell – qualities that bring cheer and those Space wanted to be associated with.

Logo Construction

Whether you believe in the Golden Ration or not, my experience is that this technique helps to build balanced, aesthetic shapes. Thus, the Golden Ratio was used in the creation of the flower petal, and sizing the icon.

In Real Life

It is always a pleasure to see your designs being used in real environment. Here are a few example how the branding can be used to consistently create a fun environment to work in.