xep | ane, 25. August 2022

Branding creates orientation. A good example is the 3-part building complex at Rheinweg 1, where signage is the most critical branding element. But the logo also contributes to this - in a rather sophisticated way.

Finding your way around large building complexes can be challenging. Exemplary signaling provides hidden support and also creates a professional impression.

But the owners of the three buildings at Rheinweg 1 wanted to go one step further. They wanted to create uniformity in the signage and, to this end, make a brand with which all tenants could identify. In other words, an umbrella brand that leaves room for sub-brands.

And so, our brief was to create a figurative word mark for the building complex in which the tenants would recognize themselves. We also had to develop uniform signaling to help visitors find their way around. The umbrella brand was also to represent the substrate on which new things could flourish.

First step: The word mark

In retrospect, it seems logical and evident: Rheinweg 1 is the name of the umbrella brand. Entirely in line with the address of the buildings Rheinweg 1a, 1b, and 1c. But there are many ways to arrive at a brand name: The history, the location, the purpose, the owners, and geographical or architectural features, for example. We explored them, discussed - and discarded quite a lot until only Rheinweg 1 remained.

Second step: The figurative mark

How a logo is designed relates to the brand's name. When the word mark "Rheinweg 1" was clear, the field for the design was already narrowed down. Interestingly, our considerations regarding signaling eventually led to the figurative mark: The ground plans of the buildings we used for signaling eventually formed the shape we used for the umbrella brand. They are so characteristic that, taken together, they form the necessary unity but also stand alone for the individual buildings.

Third step: The signaling

Orientation can best be provided by someone who specializes in signaling and has a lot of experience with it, knows the materials and possibilities, comes from the outside, and thinks his way into the visitor's mind. Optimally, you go on site to inspect and ask yourself questions like: Where are visitors coming from? At which points do they need signposts? What other information do they need? What is the next step after that? And how does it work in both directions, i.e., on the way back? Which objects need to be specially marked?

It quickly became clear to us that the best orientation for visitors would be provided by the building shapes and the corresponding house numbers 1a, 1b, and 1c, that visitors would need to find the parking garage, the ticket office, and the individual buildings. We walked the pathways to understand where signage is required everywhere and determined the points where signage should be consistent. So that Rheinweg 1 looks tidy and professional.

Contact us!

The Rheinweg 1 project is one of many in which AWE Schaffhausen has demonstrated its expertise in design and signaling. We are a creative agency with many years of experience in corporate design, corporate identity, graphics, layout, and other visual and linguistic communication disciplines. Whatever your concerns in this area: We look forward to hearing from you!

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