As the new brand is aimed at very diverse and constantly changing target groups, it was clear that it had to be accessible to people from all ages and a wide range of backgrounds. While providing structure, the corporate design needed to reflect the temporary nature of the site. Seeing FOGO as a living space to grow in, we decided to create a sober, clear brand that respects the residents as mature people on their way to a better, more stable life.

FOGO’s nature as a place in constant flux is reflected in its modular architecture of wooden containers. To capture this ‘construction site’ spirit, we based our brand on a simple square, imagining it as a building block. Echoing the coming together of different identities, the square was duplicated and round corners were added. In complementing the forms with round shapes, they were made more human and approachable. Mixing and reshaping them into letters, the logo system was born. By generating a variety of differing logos, a variable word mark results. With its distinctive and inviting presence, it embodies the ever-evolving personality of the place.

Based on the logo system, we developed a bespoke typeface for spatial signage. To make life itself the focus of FOGO, the signs were produced in muted colors.

The color system is inspired by views from the site into the sky. It refers to orange and yellow structures against the open blue and carries the place’s identity across all applications of the corporate identity.

While its clear structure provides orientation, the FOGO website reflects the core concept of the corporate design in the details. Just as the logo changes with each click on a new section, the accent color varies on reload. Thus, the interplay of different people, identities and cultures is highlighted once more.

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