COMPETITION WORK FOR THE CROATIAN CHAMBER OF ARCHITECTS NEW VISUAL IDENTITY
Chamber’s main tasks are to encourage the culture of building and improvement of architectonic activity. These characteristics are taken as the starting point in the construction of identity with the imperative that the new identity of the Chamber is dynamic and flexible.
Acronym HKA, widely accepted abbreviation for the Chamber, was chosen as the main element from which the identity evolved.
The source of inspiration for the development were architectural drawings, the basis and main features of each architectural design. The logo was designed by using elements used for dimensioning architectural plans – thinner lines and thicker, shorter lines. The identity is developed through graphic “code” that derives form the logo. Thus, such elements can be combined together with the logo, with hardly any restrictions, on surfaces with variety of content: “full” and “empty” spaces, i.e. blocks of texts, photos, elements of web pages, windows on the facades of buildings etc. Such flexibility enables attractive and distinctive design of any space.
A significant feature when employing the identity to a surface is the way it reaches dynamism by converting the two-dimensional space into three-dimensional with the use of elements from architectural drawings. Dynamics of three-dimensional and two-dimensional merger may involve the viewer as an active participant. Dimensioning of different objects on a surface leads to a strong and unquestionable presence of the HKA. A graphic code enables branding of the object on which it is applied. The intertwining of space and surface area achieved when using dimensioning elements creates a quiet suggestion that HKA permeates the space around us.