MUSKAAN DHINGRA
Brand Designer
2 months
Photoshop, Illustrator, InDesign, Figma
Brand Designer
SAIC (Project Proposal)
Analysis of the existing brand system
The logo predominantly features the words "Chicago Architecture Biennial" in a bold, sans-serif font. The choice of font appears modern and professional, aligning well with the contemporary nature of architecture and design.
The logo incorporates an abstract graphic element resembling a building or architectural structure. This element symbolizes the focus of the biennial on architecture and design. Its abstract nature allows for interpretation, reflecting the diversity and innovation present in architectural practice.
The layout of the logo is usually balanced and symmetrical, creating a sense of stability and order. This reflects the organization and its reflection of the grid system of the city.
The logo is difficult to differentiate from other architectural events or organizations. It may benefit from capturing more of the mission and values of the event than simple architectural display to capture attention and create a lasting impression on audiences.
Core values and organizational aims
The Chicago Architecture Biennial (CAB) is a nonprofit organization dedicated to fostering innovation and collaboration in design. Through free public programs, CAB explores global issues with a focus on community input, sustainability, and equity. As North America's largest international showcase of contemporary architecture and design, CAB facilitates discussions and presents projects from diverse backgrounds, engaging global audiences in critical conversations.
Key concepts driving the design direction
Architectural references and design influences
The logo's lack of scalability limits its adaptability across different sizes and compromises legibility or visual integrity. While it effectively captures the spirit of grid structures and architecture, its intricate design may pose challenges when scaled down, leading to loss of detail and readability. However, as a logotype, it shines in larger formats, where its bold and expressive qualities make a strong impact.
This direction explores three-dimensional perspective and depth, creating visual interest through isometric construction. The approach captures architectural dimensionality but requires careful consideration of scalability and reproduction across various media.
Design rationale and symbolism
The final mark for the Chicago Architecture Biennial is dimensional and intricately follows the formation of the letters, drawing inspiration from the city's grid structure. The intersections within the mark serve as powerful symbols of unity, bringing together diverse communities, artists, viewers, and stakeholders to experience the Biennial as one collective entity.
This dimensional approach not only adds depth to the mark but also underscores the underlying themes of interaction and intersection, symbolizing the convergence of different perspectives, ideas, and experiences within the dynamic urban fabric of Chicago.
As a visual representation of inclusivity and collaboration, the mark embodies the Biennial's mission to foster dialogue, creativity, and engagement among all participants, reinforcing its position as a transformative platform for architectural discourse and innovation.
Systematic grid and dimensional breakdown
The logo construction follows a precise grid system derived from Chicago's urban planning. Each dimensional element is carefully calculated to maintain visual harmony while suggesting architectural depth and structural integrity.
Brand color system and specifications
Custom display type and Rajdhani system
The custom dimensional logotype draws inspiration from Chicago's iconic grid system and architectural forms. Each letterform is carefully constructed to suggest three-dimensional depth and structural integrity, reflecting the biennial's focus on innovative design and urban planning.
The typeface can be arranged both horizontally for traditional applications and vertically for spatial installations, maintaining its distinctive character across various formats and scales.
Explore the essence of architectural innovation at the Chicago Architecture Biennial.
Join us as we celebrate the dynamic intersection of design, culture, and urbanism in the heart of the Windy City.
Discover groundbreaking ideas, iconic landmarks, and visionary perspectives that shape the future of architecture and urban living.
Explore the essence of architectural innovation at the Chicago Architecture Biennial.
Join us as we celebrate the dynamic intersection of design, culture, and urbanism in the heart of the Windy City.
Discover groundbreaking ideas, iconic landmarks, and visionary perspectives that shape the future of architecture and urban living.
Explore the essence of architectural innovation at the Chicago Architecture Biennial.
Join us as we celebrate the dynamic intersection of design, culture, and urbanism in the heart of the Windy City.
Discover groundbreaking ideas, iconic landmarks, and visionary perspectives that shape the future of architecture and urban living.
Explore the essence of architectural innovation at the Chicago Architecture Biennial.
Join us as we celebrate the dynamic intersection of design, culture, and urbanism in the heart of the Windy City.
Discover groundbreaking ideas, iconic landmarks, and visionary perspectives that shape the future of architecture and urban living.
Explore the essence of architectural innovation at the Chicago Architecture Biennial.
Join us as we celebrate the dynamic intersection of design, culture, and urbanism in the heart of the Windy City.
Discover groundbreaking ideas, iconic landmarks, and visionary perspectives that shape the future of architecture and urban living.
The Rajdhani typeface provides a modern, geometric foundation for the brand's typography system. Its varying weights offer flexibility for hierarchical content structure while maintaining consistency across all brand touchpoints.
Brand applications across multiple touchpoints
Final thoughts on the design system
In conclusion, the design document outlines a cohesive and impactful visual identity for the Chicago Architecture Biennial, emphasizing innovation, collaboration, and engagement.
Through thoughtful consideration of key elements such as the mark, lockup, and incorporation of images, the design aims to effectively communicate the Biennial's mission and themes while maintaining visual integrity and resonance.
With exhibitions, discussions, and engagement at its core, the Biennial's identity reflects a dynamic platform for architectural exploration and dialogue. As the Biennial continues to evolve and inspire, its visual identity will serve as a powerful symbol of creativity, community, and forward-thinking within the architectural world.