LOGOTYPE ASSIGNMENT Håkan Carlsson, Gustav Ekblad, Gabriella Fritzson Identity & Communication 2006

BACKGROUND We have assigned a project to name a new Hotel and Convention Centre in Stockholm. The Fair is newly built and the core values for the Centre are: nearness, simplicity, modern, personal, warm and Scandinavian. The name and the logo that we are to create is going to be hip but not to funky, modern and stylish.

BRAINSTORMING We started up by brainstorming typical Scandinavian concepts and teams to get a start on our project, we came up with typical things but the main thing we followed was the Northern Light. This Hotel and Convention Centre is also special because it has an facade that changes with light concerning what they are to show on the outside of the Hotel. So therefore the light concept and with Northern was something we really thought was a brilliant idea. After this we talked through different names and came up with North light, for a Scandinavian and attractive name. By brainstorming the Northern Light and looking at images for the phenomenon we started to work with our logo.

3 DIFFERENT APPROACHES The blue logo is a combination of the northern lights and the cold, yet warm familiar feeling we have up here in the north. In this alternative we have worked with monochromatic colours in the same scheme without any complementary or secondary colours. The design ranges from the colour blue to the colour white and it´s simplistic design we think fits in well with the name ”north light”. The different value of blue gives a feeling of the lights that supposedly is set on the façade of the hotel and convention centre. The Scandinavian style is echoed both in the simplicity of the type and the use of lower case letters in the brand name.

3 DIFFERENT APPROACHES Here we have been using the purple and winered color, to get the feeling of the northern light shaped as a mountain mainly because it appears in the northern part of Sweden. There goes a range from dark purple to light purple and finally to white, where the "light" ends. The contrast between the winered and purple works fine, cause it´s quite warm colors. We have choosen to have the type in italics to get a more familiar feeling.

3 DIFFERENT APPROACHES This logo is created after the theme that we have decided in the group, such as the typeface, the ground idea and colours. The typeface Century Gothic is a simple and round letter typeface that we can connect with an earthy feeling. We have used the colour red, a warm and inviting red to create a personal and friendly environment on the logo. By adding the information about the Hotel and Convention Centre we want to show a clear message what the building is about and made this black for no confusions. The light strip instead of the I is a Northern Light that we have made in red, yellow and orange to show light and warm colours. We´ve used italic letters as well to create a glimpse and radiant feeling.

WHY DESIGNING LIKE THIS? Colour to use are Red for a warm feeling and also Orange, Yellow, Purple and also Blue to show a Northern light atmosphere. And images and concepts we came up with was to use the light streak, light dots and the whole light shade the Northern light is creating. By working with the logo we all gave in our different suggestions and decided that we are to use all three different attempts to this name and logo. Even if we are using the same name, typeface and concept, you can look at the buisnesscard and logo from three different views. The typeface we use is Century Gothic, mainly because it’s a clear and easy san serif, but also because of the O: s and the round letters. We want to create an earth feeling and using the nature as the main concept and therefore Century Gothic has an earthy feeling to it by its round letterforms, connected with the sun, moon, earth and the core of the world. By adding Hotel and Convention Centre to the name and logo we want to make a clear statement what the building is about.

BUSINESSCARDS