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The Velvet Principle

Brief: Brand identity and Document Design

Sector: Regeneration

Client: White City Project

A new identity was required for a company focussed on community led urban regeneration in central Moscow. The overarching brand identity was to sit as an endorsement label on a variety of publications and promotional material across a series of research projects.

Taking ‘Improving Where we Work Live and Play’ as the central theme, the individual projects were developed by a number of different groups and involved a mix of observational and community engagement activities. The topics covered a broad range of interest areas from green spaces, community amenities and civic lighting to healthcare provision and meeting the needs of families.

As well as creating an identity, that would be extensible and reflect the cross linkages between the different research topics, The Velvet Principle was tasked with creating the design system for the project reports. The system needed to enable the output from each topic group to work as standalone publication and also as a coherent unified document when brought together with the other projects under The White City Project umbrella.

The identity features a series of different coloured squares that are overlaid and arranged to create a roundel. The overlapping transparent colours meant that additional colours ware available for use on subsequent projects and topic extensions.

For the design of the literature system, each sub project was assigned its own colour from the motif and the square device carried though into the publication, but positioned in a way that reflects its positioning in the roundel. In this way each project had its own unique identity, but had a clear connection with the overall initiative.