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Corporate Identity Zuidas Amsterdam
red dot: grand prix
red dot award: communication design 2008
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When Benoit Mandelbrot put forward the theory of fractals in the 1970s, everyone was surprised. Complex patterns in nature and geometry could suddenly be calculated. The discovery that even behind apparently chaotic patterns lie self-similar structures and that, say, the outline of a small section of a coast resembles the outline of the whole coastline, inspired medical scientists, biologists and cosmologists to ground-breaking new insights.
When looking for new design solutions, designers too pick up on principles of nature to create intuitively comprehensible analogies. Zuidas in the south of Amsterdam is the epitome of a district that has developed into an internationally influential business centre with an attractive living environment. The core of the corporate identity is constituted by the various facets which coin the urban flair of the area. Modelled on the complex structure of DNA, the various entities and functions are visualised by coloured rings that contain their own codes and, depending on their context, can be displayed individually, intertwined or as a complex chain structure. All entities are equally important, yet represent different areas such as living, working or recreation. Thus the immense diversity of Zuidas becomes clear and transparent, resulting in its highly flexible use.
client:
Projectbureau Zuidas, Amsterdam
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design:
Total Identity bv, Amsterdam
Julius van der Woude
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