Responses by Chris Chapman, co-head of art, Droga5
Background: We developed the name, brand identity and launch campaign for London’s first cultural riverside linear park on Greenwich Peninsula: The Tide. We wanted to encourage novelty-seeking Londoners to explore the path and its surroundings. The launch was based around promoting Turning Tides Festival—an event showcasing the types of experiences people will come to associate with The Tide that will take place in July.
Reasoning: Always different and always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula—and the different ways Londoners can make use of this new pathway. Flowing freely, the logomark partially obscures text in order to pique the audience’s curiosity.
Challenges: Creating an ownable identity for a complex, multifaceted and evolving space. The park and pathway is for public use and we didn’t want the work to restrict the way Londoners could interpret it.
Favorite details: I like that the text is partially obscured. A lot of graphic design in advertising is about lowering the barriers to comprehension, but we wanted our work to challenge the curiosity of the types of people who like to discover new and unusual areas of the city.
Visual influences: We loved the references we found of squiggly 3-D lines. This was a good way to express the range behaviors we wanted our logomark to make, except we wanted the shape to also be more ribbon-like so it felt like a path. We made this a mobius strip that would still be free to make a variety of forms while ensuring they all contained an interesting ribbony twist. We also wanted the logomark to reflect the water and environment, so we made it more organic and transparent. And we added a holographic tint to give it a glossy futuristic feel.
Specific demands: Because of the computer graphic modeling involved, the project itself required a lot of development time. This was always going to be a challenge given the limitations imposed by timings and production budgets. It also meant that, while our design team was confident the idea would work, it was more difficult to sell in this idea.