Working on a strong name for our project was really integral, as we want it to have its own presence as sub-brand within the University.  It needs to stand alone, be representative of what we’re trying to achieve and communicate the idea that the spaces can serve a multitude of different things and can facilitate many types of events.

We decided on flux. 


1. a flowing or flow.
2. the flowing in of the tide.
3. continuous change, passage, or movement:
Across the campus there are several different food outlet places or locations, and each of them have their own visual identity.  It was crucial to us that flux has this too, and with the name literally meaning something in a state of change, something that is flexible and has movement and dynamism, we thought this would be perfect for our solution.
We’d been looking at some kind of visual identity for our space, and initially looked at some brands that had utilised movement and dynamism in their brand.  Zarna had looked at the Philadelphia Museum of Art and their recent re-brand, and we all really liked the idea of a logo that could change and suit different purposes.  Of course at the museum it was representative of different types of art, painting, or sculpture that were at the museum.
New Logo and Identity for Philadelphia Museum of Art by Pentagram
It’s so, so good.
For us however, this would need to be more vague, as the purpose of the space is that it serves all purposes so it would defeat the point of setting something in stone when the entire idea we wanted to convey was one of a space that facilitates a change in purpose.
I’ve come to realise that we’re essentially designing a Room of Requirement at Llandaf and I am okay with that.  It is a room that a person can only enter when they have real need of it. Sometimes it is there, and sometimes it is not, but when it appears, it is always equipped for the seeker’s needs.” 

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