Brand Identity – Design Conventions
It’s difficult not to be impressed by the atrium of the CCD from both outside or looking up from the foyer, yet there were many other experiences that we wanted to communicate through the wider identity.
On the human side – there are interactions and successful meetings; on its technical ability – the state of the art facilities; on its environmental issues – a carbon neutral building; on external influences – conventions as a destination choice can be led by the city itself.
In our research we looked at convention venue branding worldwide and discovered that, generally, if the building was architecturally significant, it strongly influenced the brand identity. Nonetheless, we explored a number of different avenues for the initial concepts but after wider consultation and the architects own input, we pursued our creative route. Using a strengthened sans-serif font, we led with the CCD for the main mark. We used the rings of the atrium, insetting them to the ‘D’ with the relationship between both atrium and D mirroring the detail of the building itself.