Circular House Identity Design
- CLIENTCIRCULAR HOUSE
- PROJECTCIRCULAR HOUSE IDENTITY
- DELIVERABLESIDENTITY + BRANDING DESIGN
ABOUT THE PROJECT
We were tasked with providing an identity design for capsule hotel, Circular House. The founders of the hotel wanted to create a narrative which blended the elements of the past and present.
2 factors heavily influenced this project. First was the client’s strong interest in updating the Singaporean cultural fabric. Second was a realization of the concept of heritage. It is often mistaken only for a subject deep in preservation and conservation. However we learned that it goes beyond a timestamp in history. The ethos and practices of the past should still be practiced to fully understand a heritage. These pushed us to design an identity that has both cultural gravitas as well as allowance for futuristic thinking.
FUTURE HERITAGE
Future Heritage was a term we coined that encapsulated the project aptly. We utilized and experimented with oriental elements to create a visual language that is both familiar and alien at the same time. This was used to support our hypothesis of how this could be read and used in a very distant future. In retrospect, you could say that we were thrilled to be afforded the creative freedom to envision an identity that could be set in the Bladerunner universe.
The potential Circular House had on the impact of its surroundings is not confined to just being a physical presence, but ideally on a cultural one as well.
THE LOGO
Some of the challenges we faced in designing the Circular House identity were about keeping plurality and visual familiarity while still keeping an element of the contemporary in. We also thought about how an oriental visual language would seem, if it were up to us (acknowledging current vernacular, etc). What we designed was a fusion of familiar Roman elements with Chinese characteristics.
