Rational
The strategic branding I have created for the new COCA building is the result of extensive research into contemporary identity systems for various branded entities throughout the world. The binding principles behind my designs are the wider ideas of Participatism and the engine of NEW New Zealand. Through the use of these targeted qualities I designed my identity to meet the specific audience that massy in visions.
My core logo is the result of multiple plays on the geometric form and lettering of COCA. Its dynamic ability is endless with the ability to break into ever smaller elements of the original interlaced shape and create seamless patterns.
Externally my branding system is within the printed realm, all material has the recognisable logo in its dynamic forms/ shape and the “college of creative arts” copy is always present. I have used helvetica neue to complement the logo in a consistent approach, for any body copy I have used Garamond.
Internally the system becomes a lot more abstract with only small truncated outbreaks of the original shape protruding in the three dimensional realm as well as small amounts of distorted print. The idea behind this is that actual coca students are familiar with the logo and only need to see “moments” of it to remind them of the core COCA principles.
Application to building.
(i cant draw 3D) representation of a corner of the logo emerging through the ground.
