Edition 品牌视觉形象设计

VIS设计

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发布于2017-10-07

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Edition by South, New Zealand

Opinion by Richard Baird

 Visual identity and marketing materials by South for Edition, a luxury apartment development in Auckland, New Zealand

Edition is a new property development by LEP Construction. It will be located in Parnell, a suburb of Auckland, New Zealand, and made up of 18 luxury apartments designed by architects Monk Mackenzie with a eye for flexible space and changing natural light. Edition will make the most of a sloping site, feature three levels cantilevered above ground and create what are described as “view shafts” from street right through to the harbour beyond. This modern structure, and sensitivity to its context, is complimented by a luxury interior design, created by Bureauxe, of both contrast and continuity, in materials, surface textures, colour and form.

Graphic design studio South were commissioned to create a visual identity for Edition that would assist the real estate team in presenting the project to potential buyers, and help, in conjunction with the building’s distinctive structural and interior design plans, elevations and renderings, to distinguish Edition within a crowded luxury apartment market.

With the intention of capturing the essence of the building, and informed by the spacial, visual and material language of Monk Mackenzie, South created a brand identity of light and reflection, moments of contrast and correlation, and a recurring rectangular motif. This links a variety of marketing materials that included brochure and brochure sleeve, sales book and box, invitation, floorpans, buyer gift and business cards.


Luxury apartment development Edition

Edition is said to be inspired by modernist forms. And features a distinctive rectangular Italian glass brick fa?ade. It plays with light through reflection, and in the choice of material the intersection and interaction of structure and its surroundings. This is effectively distilled down and conveyed by South’s visual identity design through, rather than a conventional marque, a rectangular clear glossy motif, implemented across a variety of uncoated papers and boards from Arjowiggins. The interplay, afforded by the use of a clear high-build UV varnish, and difference between uncoated substrate and smooth finish, finds a pleasant balance of a compelling stylistic distinction and communicative intention, a way to express something of the building’s character and design, ahead of its build.

Brand identity, brochures and print by Studio South for Edition, a luxury apartment development in Auckland, New Zealand

A secondary motif, with the same proportions as those of the glossy rectangle, establishing a clear continuity, explore light and shade through the transitional qualities of blue gradients. Where the varnish was largely a physical detail, this second component adds a strong graphic component that explores related ideas.

Edition was designed to optimise sunlight, across the day and throughout the changing seasons. There is a variety to these panels that although abstract, introduce a more visceral impression of experience, rooted in light moving through modern architectural space. This is given an unusual twist in the use of a blue, a colour unique to the market place, and thoroughly current. The changing nature of compositions, and their use as panels across print materials and as posters, introduce a welcome variation and artistic expression throughout marketing materials. The proportions of the rectangle holds these different ideas together, and its relationship to glass bricks further emphasised by the buyers gift.


Alongside the more common mix of brochures, floorpans and business cards there are the sales book box and buyers gift. The former containing an iPad (and presumably a digital presentation) and the latter, a gift certificate and a symbolic blue brick. As you would expect from a luxury development, these convey modern luxury through a materiality that blends a familiar tactile value in weight (and hopefully solid construction), clean intersections between box and foam inserts, the quality of dyed uncoated papers and clearly defined finishes that include a double hit of digital white and a high-build spot UV.


版本是LEP建筑的一个新的物业开发。它将位于新西兰奥克兰郊区的帕内尔,由建筑师Monk Mackenzie设计的18栋豪华公寓组成,其灵活的空间和自然光线的变化。版将最大限度地利用一个倾斜的地点,将三层悬挂在地面上,并创造出从街道到海港的描述“视线”。这种现代结构和对其环境的敏感性受到政策局创造的豪华室内设计,包括对比度和连续性,材料,表面纹理,颜色和形式。

平面设计工作室南被委托为版本创建一个视觉识别,将协助房地产团队向潜在的买家介绍该项目,并结合独特的结构建筑和室内设计计划,高程和效果图来区分版本在一个拥挤的豪华公寓市场。

为了捕捉建筑的本质,并且通过Monk Mackenzie的空间,视觉和物质语言,南方创造了光和反射的品牌标识,对比度和相关性的时刻,以及重复的矩形图案。这连接到各种营销材料,包括小册子和小册子,销售书和盒子,邀请,地板,买家礼物和名片。


豪华公寓开发版

版本被认为是受到现代主义形式的启发。并具有独特的矩形意大利玻璃砖外墙。它通过反射与光发挥作用,并且在材料的选择上与结构及其周围的相互作用。这通过南方的视觉识别设计,而不是传统的风格,通过来自Arjowiggins的各种未涂布的纸张和纸板实现的矩形透明光泽图案被有效地蒸馏并传达。通过使用清晰的高清UV清漆提供的相互作用,以及未涂覆的基材和光洁的表面之间的差异,找到令人信服的风格区别和交际意图的愉快平衡,表达建筑的性格和设计的方式,提前建成。

品牌身份,小册子和印刷机由南非版,豪华公寓在奥克兰新西兰开发

具有与光泽矩形相同比例的次要图案,建立清晰的连续性,通过蓝色渐变的过渡品质探索光和阴影。在清漆主要是物理细节的地方,第二个组件增加了强大的图形组件,探讨相关的想法。

版本旨在优化阳光,全天和整个变化的季节。这些面板有各种各样的东西,虽然是抽象的,但却引入了更多内在的体验印象,植根于通过现代建筑空间的光线。这是一个不寻常的扭曲,使用蓝色,独特的颜色到市场,并且广泛流行。组合物的不断变化的性质以及它们在印刷材料和海报上的使用,在营销材料中引入了欢迎的变化和艺术表现。矩形的比例将这些不同的想法融合在一起,并且他们与玻璃砖的关系进一步被买家的礼物强调。


除了最常见的小册子,摊铺和名片之外,还有书销售盒和买家礼物。前者包含一个iPad(大概是一个数字演示),后者包含礼品券和一个象征性的蓝砖。正如你从奢侈品开发中所期望的那样,这些传统的现代奢侈品通过将熟悉的触觉价值(和希望坚实的结构),盒子和泡沫插入物之间的干净的交叉点,染色的未涂布的纸张的质量和明确定义的成品,包括双击数字白色和高建立紫外线斑点。

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