Creating a Logo System for a Foundation
This project is a logo redesign exercise and case study explaining the conceptualization, thinking process and development of a logo system for the Calouste Gulbenkian Foundation.
The Foundation
Calouste Gulbenkian was a philanthrope, a petrol magnate, art collector and businessman of Armenian origins.
His strong connection to the human condition and universal values led his foundation to be build upon the pillars of respect for humanity, intellect, diversity and the environment.
In accordance with a clause on his testament and by respecting his wish, the Calouste Gulbenkian Foundation was born in 1956, destined to assure a legacy that would travel generations.
Doing Research
I began this project by trying to understand the Foundation’s origin, core mission and values. The internet was the first place to go to and the place were I can learn without any time constrains, so I took advantage of it.
One thing that was not on the internet was the reasoning behind the logotype being used at the moment. In a sequence of emails with a Foundation’s representative, I learned that the horse-drawn carriage found in the logotype was picked from a collection of greek ancient coins being held by the foundation’s museum and the meaning was added to the elements represented.
The carriage is representing the institution and the horses, the four areas in which the Foundations acts on. Crowning the horse-drawn carriage is Niké, the greek goddess of victory.
There was an obvious need to simultaneously connect and represent the arts, beneficence, science and education. But since the Foundation represents much more and offers a amazingly vast array of services, commodities and infrastructures, it seemed to me that it would be wise to be able to represent each one of them individually and in harmony with the values protected by Calouste Gulbenkian.
The Proposal
The Foundation’s core mission is to contribute to a better society by building knowledge and improving lives through a singular complex, able to combine the arts, beneficence, science and education in harmony with nature.
By respecting and celebrating the multiplicity of sectors within a singular-home-Foundation, the rethink of the original logotype challenged the understanding and conception of a mutable identity apt to combine flexibility, simplicity and dynamism by adequation to the surroundings.
My proposal is to use a Logo System as a solution.
Finding Inspiration
In this case, finding inspiration is the act of searching and collecting an inventory of visual languages. I use this to understand the patterns being used by similar institutions and to see how they are expressing their message.
But I also believe that to create something new and different, we shouldn’t just take what is similar as an exemple, but also, what is completely different and not even remotely related. Look at what is delightful, intriguing and pay attention to the ones that are doing it right. Try to understand what it means to you to be “doing it right” and question why.
I also would say that good inspiration and visual culture doesn’t do much on it’s own. Looking around and trying to establish connections between different elements and subjects, that’s what might bring something new to the table.
So I looked at schools, universities, football stadiums, book stores, music services, etc, and I tried to recognize what was relevant to my concept, what could be worked on and mixed with.
And I combined, transformed and adapted.
The Logo System
The main logotype is composed by a wordmark and a monogram that represents the Foundation in a energetic and sharp manner. This typographic and pictorial language is used as a structure for the logo system assuring a bond between the different brand sections.
A series of glyphs were created to illustrate and represent the several areas and departments that constitute the Foundation. Based on the square shape, the glyphs searches for depth and meaning in their simple visual representations. A portrayal of complex ideas by a minimalist approach that trusts ambiguity to open up the system to diverse and individual interpretations. The glyph anatomy serves as a transversal genetic code that establishes and secures the original meaning to the shape.
When in absence of the glyph element, the Foundation is represented by the wordmark or lettermark in alliance of a dot. The Dot functions as an allusion for Calouste Gulbenkian himself, the glyph system, the monogram and what it represents.
Choosing a Typeface
After quite a bit of time searching around the internet for the perfect typeface, I found it: CocoGoose. I wanted something strong, non-serif and that would be able to convey a young, smart and classy energy.
Sections & Colors
The bright and energetic color scheme is divided in four categories that represent the four areas that the Foundations can be divided in: Expression, Exploration, Contemplation and Convergence. Each category has two complementary subdivisions that share the same palette but in opposite composition.
- Expression: Auditorium & Music
- Exploration: Art Library & Scholarship
- Contemplation: Modern Art Center & Gardens
- Convergence: Museum & Coffee Shop
The Glyph Anatomy
To create a glyph based language that would be able to guaranty it’s multiplicity, I had to create a genetic code. That genetic code is basically a set of four ideas that gives meaning to the composing elements of the glyph.
The rest, the creation of the relationship between the glyph and the department illustrated, that would be open to the designer’s creativity and interpretation.
- Square
The Square represents the building. The Foundation as a frame and a singular body - Lines
Straight and curved Lines represent what is human and nature made - Dot
The Dot is a symbol for singularity, the human existence and
Calouste himself - Breaks
Interrupted lines gives a sense of mutability, openness and receptivity
to evolution
Glyph Library
Auditorium
The auditorium glyph represents union and wonder for the performing arts. This symbol is shaped as what can be seen as a anfitheatre and a magnet. The Dot is located at the center as it is the focal point and motive of this gatherings.
Music
The music glyph is a picture for harmony, expansion and multiplicity. The tuning fork shape works as bifurcation representing musical diversity, its evolution and distinctions. The Dot is located at the center, where the produced pure tone would resonate.
Art Library
The art library glyph is a representation of written knowledge. The symbol is a continuous line that forms what can be seen as a book or a pen nib. The Dot is located at the beginning of the line since it is the origin of this written knowledge.
Scholarship
The scholarship glyph is a picture for audacity, opportunity and discovery. The caravel is a reference to the Portuguese discoveries and the Dot is placed up front as a statement for courage and initiative.
Modern Art Center
This glyph is a symbol for defiance and experimentation. The square shape serves as a frame for the picture of a submerged Dot. The diagonal line is water that renews and transforms by challenging the laws of gravity.
Gardens
This is a symbol of unity between human and nature. The curved line is the organic element representing nature with a half-leaf. The other half is a right angle that represents what is human-made, the garden. The Dot is located outside the shape as a spectator.
Museum
The museum glyph is a representation of time inside a building. The infinity symbol is a similar to an hour glass being topped by a roof. The Dot is located at the center of the shape as it is their own creations being displayed inside.
Coffee & Shop
This glyph joins the shapes of a cup of coffee and a shopping bag.
Final observations
This unsolicited redesign is far from perfect, but it still pleases me the fact that I put so much thought and care on the conceptual phase.
Looking back, I would have made a more strategic brand audit and discovery session, even if by myself. The work result might have been more mindful because of it.
If you are curious to see the full project, you can still go through it’s full length on my Behance page and see some logo applications and graphic extensions.
Thank you so much for reading and I hope it wasn’t a bummer! I promise to continue to work on my voice and, hopefully, write valuable content for you.
If you have any suggestions, ideas, random thoughts or just want to say “hi”, feel free to contact me on Twitter, Instagram or anywhere you can find me.
Be happy!
