Skala

Fogo

A place to live and grow

Being a collaborative effort between AOZ and JUWO, Fogo emerged as a fusion between refugee settlement and affordable housing, built out of containers and modular wooden architecture. With AOZ’s goal to aid integration of refugees the main objective of the new Fogo brand was to facilitate dialogue and bring cultures together.

With the residents being a melting pot of refugees, students, small businesses as well as parking for travelling people, it became clear that the new brand had to be easily understood across culture, age and gender, reflect the temporary nature of all its inhabitants and give a sense of structure. Imagining Fogo as “A place to live and grow”, it was decided to create a reduced, clear brand that avoids any “hippie commune” clichés and instead respects its inhabitants as human beings building themselves a better life.

Industry Design & Architecture

Services Animation, Type Design, Typography, Visual Identity, Wayfinding & Signage, Web Design

Team Tanja Krebs, Fabienne Müller, Laurence Hau, Darren Wong

Clients Juwo, AOZ

Website Fogo

Reflecting the “building site” character of both the architecture and the temporary life phase of its inhabitants, a visual languge based on the simple square shape, imagined as a building block was created.

Referencing the different groups of people coming together, these squares were complemented with round shapes. Mixing these shapes and reimagining them into letters, the Logo system was born. With no two logos ever being the same, this variable word mark references the constant changes in both inhabitants and place, creating a strong, alive and welcoming presence.

Based on the logo system, a new bespoke typeface was created, to fit the needs of spatial signage and better readability, expanding on the “building site character” by placing the signage directly on the containers with muted colors to let the place itself take center stage.

Fogo Typeface

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Drawing inspiration from view of the area itself — seeing the orange and yellow containers’ colors in front of the blue sky — the color system strengthens the sense of place in applications such as website, posters and newsletters.

The website strengthens both the sense of structure and the interplay of people and cultures, working as a one-pager with clear design and structural differentiation, while changing logo on each click and supplementary color on each reload.