According to Simon Glinvad Nielsen and Julie Holck from LivingCities we need strong communities to create sustainable societies for the future. LivingCities specializes in finding and creating that coherence.
It is not enough just to create some buildings. When creating living spaces, we have to think both horizontally and vertically. LivingCities create content that makes people thrive in cities. Creating a frame for healthy growth is LC's mission. My work infused their mission into their brand identity. Words like 'frame', ‘content‘ and ‘nature‘ kicked-off the process, visually.
The stylistic starting point was of a Japanese and Nordic minimalism combined with texture from the world of analogue. This idea came through across banner illustrations, where geometrical shapes derived from the logo submark (L and C) was designed to fit subpages.
Gold blush tones as inspiration.
For the base of the design, we very carefully chose a green colour and a blush tone derived from a sundown-picture where Julie and Simon live.
Green has so much power. It calms and makes us feel safe. LivingCities whole brandingsite evolves around nature, soft values –and most importantly: content! So their identity conveys just that stressing big letters with strong character, easy to read and sprinkled with graphical elements.
Behind the logo:
Geometric shapes with reference to the minimalistic Bauhaus era. ‘L’ and ‘C’ create associations to a skyline, a calm face, architecture etc. depending on the angle.
Submark
Wordmark
Logo icon
This was the initial start of the logodesign proces. Very rough and lots of sketching.