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Responses by Anders Bollman, design director, Bedow

Background: The purpose of the project was to create a new visual identity for Stockholm's first co-working space, Helio. The target audience is a broad range of businesses and people—from the creative industries to law firms to tech start-ups.

Reasoning: An energetic and playful visual identity was developed based on the concept of the creative spark, “ignited when people from different fields work together.” Together with the client, we find out the most important thing to communicate and create a graphic idea that becomes the solution for every aspect of the visual identity.

Challenges: The most challenging thing was the logotype. The final one is good, but we initially had some more wild and interesting suggestions that were more tightly connected to the idea of the sparks.

Favorite details: We are happy that Helio was so open for a playful and colorful identity. It shows the humanity of the company.

Anything new: Over the last few years, we have noticed the growing anxiety amongst our clients when it comes to the logo. We have a saying in the studio that “a good visual identity should be recognizable even without the logo.” With that said, a lot of our new clients end the start-up meeting with “but we can’t touch the logo,” even if they acknowledge it’s hideous and doesn’t communicate what they want.

Visual influences: We used the visual idea of sparks as a metaphor for people meeting and sharing ideas. This cheerful and bright-colored identity goes through everything—from the typography to the illustrations to the patterns—and can be seen on menus, posters, notebooks, stationery and business cards.

Time constraints: For once, we had some time to develop the identity. However, short deadlines aren’t always bad as it can keep you focused and is beneficial to the creative process. With this said, it’s important to our studio culture that time is managed effectively and it’s very rare that we need to work overtime to finish projects.

bedow.se

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