Atlas Arena Amsterdam
The task was to create a visual identity encompassing all aspects of campus life: building and area signage, amenities, hotspots, as well as all forms of communication, from newsletters to social media and the website. The identity needed also to be scalable for all future needs. This called for more than a logotype and a dedicated font.
After initial brainstormings and workshops we identified key brand pillars of the new AAA brand: vibrance, friendliness, professional but relaxed approach. A key assumption was to capture the essence of a perfect workplace: well maintained and professional, but also light-hearted and fun to work at. To achieve that, we introduced several elements of visual language. All those elements combined comprise AAA’s own visual DNA.
With legibility in mind, we picked a friendly, solid Nexa typeface and enriched it with several additional hand-drawn characters to add just the right amount of personality. To avoid boring rectilinear lines, a variety of so called „scratch shapes” was designed, serving both as picture frames and graphic elements. Rules for photography were set – making sure the campus and its people are portrayed in fun, engaging and contemporary way.
After several trial-and-error print tests, a colour palette was developed. Numerous icons were created. We also established a playful and informal tone of voice for communications.
