Florentia Village’s new id celebrates the enjoyment of creating

DNCO’s place branding for the inventive maker house in Harringay pays homage to its longstanding relationship with the inventive neighborhood

Whereas inventive communities largely used to type organically, lately improvement firms have purchased into the ‘construct it and they’re going to come’ strategy, as seen with developments such because the Design District in London’s Greenwich Peninsula.

First established as a textile manufacturing centre within the Seventies, Florentia Village within the Harringay Warehouse District stays one of many north London inventive neighborhood’s finest stored secrets and techniques.

As developer Normal Initiatives embarks on a undertaking to reinvigorate the campus, doubling its measurement with greater than 90,000 sq. ft of latest services, it approached DNCO to create an id match for its future growth.

A inventive studio for place and tradition, DNCO is behind the reinvention of different districts together with Brent Cross City and Right here East in London. The studio’s temporary for Florentia Village was to create a spot model that might protect its custom of creating.

Spanning the positioning, model id, web site and bodily murals, the brand new model is rooted within the concept ‘for the love of creating’, reflecting the world’s lengthy historical past of creating that spans fruit pastels to pianos.

“We had been impressed by instruments of the commerce and the economic nature of moulding the place pour traces are revealed as connecting traces of sprue. With this as a place to begin, we developed a versatile framework to showcase the individuality of the makers,” says DNCO senior designer, Maria Hamer.

The custom-designed, versatile logotype regularly reassembles to replicate a spot that’s continually creating, in addition to showcasing the personalities of the completely different makers and artists that decision Florentia Village house.

A brand new typographic system borrows bolts, hinges, discs and manufacturing motifs to evoke the enjoyment of craft in progress, whereas shiny pops of color are paired with monotone textures that reference the fly-posting promoting discovered within the space.

The model additionally wanted to work as effectively in the true world because it did on-line. The selection of colors and graphic language are designed to assist unify completely different architectural aesthetics, which embrace cottage-style buildings from the 70s and modern corrugated metal warehouses.

DNCO hopes that the work will assist protect Florentia Village as a much-needed house for the inventive industries, at a time when many different maker areas have closed right down to make means for luxurious residential developments.

“Any inventive house in our capital is price celebrating and defending. Florentia Village is especially particular. It has a homegrown appeal and sense of independence that’s exhausting to copy,” says senior strategist Brenda Sjahrial.

“We needed to make sure our model captured its character and allowed a level of freedom for artists to make their very own. ‘For the love of creating’ captures that all-encompassing, exhilarating, and idiosyncratic strategy of creation.”

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