CLIENT: Architectural Matter
ART DIRECTION: Naranjo-Etxeberria
GRAPHIC DESIGN: Naranjo-Etxeberria
WEB DESIGN & DEVELOPMENT:
Architectural Matter is a studio space where practice and pedagogy come together to produce local actions from a global perspective.
To create their identity, they commissioned Naranjo–Etxeberria to develop a graphic system and define their brand tone.
CORNERS AS A GRAPHIC CONCEPT
Visually, a corner is a line that separates two planes, and this is the metaphor we applied to the system we developed, as the line that separates, and joins together, practice and pedagogy, and how each one of them reflects on the other.
Starting with this concept, we created a graphic system applicable not only to the logo, but to the whole identity.
REPETITION AS A REFLECTION
Analysing both disciplines, we came to the conclusion that practice is the reflection of pedagogy, and vice versa.
We brought this idea to the system, implementing it through repetition and creating a mirror that balances between the two whilst creating contrast and a feeling of volume.