Visual language & corporate identity for METROPOLIS shopping center CreativePeople
Task
Our task was to think up a new visual style for communication. The key feature of modern communication is speed. You have only seconds of customers’ attention to present yourself. Hence, you have to compress your message by cutting out everything but clear and accurate information presented in a unique memorable form. It was the starting point for our idea.
Ideas and solutions
The main logo of METROPOLIS is sleek, sophisticated, presenting the mall as a home for fashion. The problem is that it's rather inflexible and barely can be adapted to different platforms of communication and types of messages. We took the title from the logo and then split it up. Now the logo may be adapted to any screen, any poster, any post, while the brand will still be recognizable and easy to percept. Inspired by our idea we started creating a friendly non-verbal language which would work well in both offline and online communication. Thus we decided to adapt recognizable patterns of the social media world to offline space. Screenshot-like simple black font on white background with METROPOLIS emojis, hashtags and mentions look familiar and friendly. The collection of elements may endlessly develop within the style in accordance to the needs of the client. Emotions are perceived much faster than words, and how do we express them in verbal communication every day? We took the idea of emojis as symbols which are intuitively associated with some verbal meaning and created a unique visual style. We created a logo that would fit under any mood, client and environment. And what is more universal than font? Images, but more about that below. The consumer can meet corporate identity anywhere. So, the logo has to adjust. Therefore, we came up with concise typography and created a flexible system that allows it to organically fit into any communication format: Internet banner, outdoor advertising, post in social networks. People are used to getting information through social media. Why would one invent something new? We took the habitual communication style and brought it offline. Messages seem to be cut from posts on social networks.
