CR Blog
Chicago Spire Identity
Advertising, Graphic Design, Music Video / Film
Posted by Gavin Lucas, 31 October 2007, 17:33 Permalink Comments (13)
An invite to a launch event shows off the logo for Chicago Spire, devised by Third Eye Design
In our November issue, out this week, we reported that Third Eye Design has created the identity and website for architect Santiago Calatrava's latest project, Chicago Spire. We only showed one screengrab of the website in the magazine so we thought we'd show a little more of the project here as Third Eye Design has been responsible not just for the identity and site – but for creating all print work - from brochures and books through to business cards and letterheads and also conceiving and creating the advertising.
"The identity, logo mark, web and advertising campaign have been based around the strapline we created: Inspired by Nature, Imagined by Calatrava," explains Third Eye's James Groves. "We worked with illustrator Russell Bell to create the logo, which incorporates both the footplate of the building and the natural inspiration from the shells that Calatrava keeps wiht him on his travels, and also a series of patterns based on its repetition."
A book showcasing the project comes is housed in a slip case and further protected in a sleeve bearing an embossed pattern created from repeating the logo
The book introduces the reader to Chicago and to the Calatrava's previous projects – before showcasing the Spire - from conception through to beautifully crafted, photo-realistic renders of appartment interiors. Third Eye Design commissioned all the photography and 3d renders
Website
Advertising
Third Eye's advertising campaign for the building is set to include delicate images of natural forms rather than images of how the building will look when completed
And in case you were wondering what the building itself will look like, check out the render below. At a whopping 2000 feet tall, the elegantly twisting tower will contain 1200 residences (and no offices)over 150 floors and be the tallest building in the US when it's completed in 2011.
The global marketing campaign begins this month and Third Eye Design will continue to manage it throughout the life of the project's construction. It includes a global print and outdoor advertising campaign, digital experiences, 3D visualizations, a major international travelling exhibition (which will take in Dublin, Hong Kong, Shanghai, Kuala Lumpur, Tokyo, Mumbai and Johannesburg early next year), an experiential sales centre in Chicago, all print literature – and an integrated web campaign.
"It is an incredibly exciting scheme in a city that produced the world’s first skyscraper in 1885 and embraced the work of architectural masters such as Mies Van der Rohe and Frank Lloyd Wright," says Mark Noë, Group Managing Director of Third Eye Design. "Calatrava is another such master and with his vision we believe this is the most architecturally significant residential building in the world setting new standards for homes. The planning permission also comes at a time when the US Olympic Committee has selected Chicago as the 2016 USA applicant city."
For more info, check out the Chicago Spire website: http://www.thechicagospire.com/
13 Comments
I know others are thinking it but... it does look like a ...well... nevermind
2007-11-01 14:34:41
I wonder if anybody can link to other examples of branding and identity for some of Calatrava's past designs.
2007-11-07 20:05:19
dildo?!?! lol
2007-11-07 20:09:00
Unbelievable that the marketing comes from a firm called "Third Eye"!
2007-11-07 22:29:04
Looks pretty amazing to me, maybe reminds me of one of those twisted nails if anything. Really cool though.
2007-11-08 05:16:11
I don't get it. An ocean crustacion and a jungle flower somehow relate to downtown Chicago? It's an interesting idea, but in the wrong location. It's better suited for Miami.
2007-11-08 16:14:50
Did they modify the original design? I remember the base being a lot larger in diameter than the top and the top being more pointy.
2007-11-12 07:42:56
have u noticed that the spire looks like an extra-pleasure dildo. People are saying that they should build two domes on either side. How intrigesting. immature donuts karl rove pie
2007-11-26 04:46:28
I googled the words chicago spire and dildo... sure enough... I am not the only one to think so. Whatever. they already have the vagina building. Can't censor this one though.
2008-01-28 21:03:47
I think the building is fascinating. I don't understand how Dave above can say that the building is interesting, but better suited for Miami? Now I'm sure we can all agree about that ridiculous UFO floating above soldier field. That just simply doesn't belong and I'd be extremely interested in finding out who's feet were cast in cement boots to make it happen, but I disagree about a building that's great not belonging in Chicago.
What sorts of buildings DO belong here then? Only industrial looking goliaths that lend our great city to images of Gotham and the film Brazil?
I don't think it's a question of which buildings "belong" here and which do not, but rather which buildings are incredibly ugly and which are not.
Flying saucers sitting on toilets do not make for great architecture.
2008-04-07 02:11:09
I'm sorry but the original design was much better... The entire world is going to laugh at this monstrosity of a corkscrew dildo! I'm moving away from Chicago in 2011 when this thing is built. Chicago is going to home to the largest dildo in the world yippee!!! I can't believe that Daley and the rest of these politicians are going to let this thing pass. Not only does it undermine the rest of the skyline but it looks totally out of place. This thing is horrendous and I hope it's never built. Please god don't let this phallic building destroy the most beautiful skyine in the world
2008-07-03 20:10:48
I personally think that this Santiago Calatrava guy is one of the worst architects in recent history. Now, don't get me wrong, some of his designs are pretty interesting, but many of them are terrible. Calatrava has quite a knack for taking his worst designs and placing them right in the middle of an urban center. The Chicago Spire and the new World Trade Center PATH station are good examples of this.
The Chicago Spire does indeed look like a gigantic twisting dildo and will forever destroy Chicago's skyline. This skyscraper looks like something that would be sold at AdamEve.com and would most definitely make directors of "brutal penetration" videos proud.
2008-07-27 09:39:42
Nice work. Nice building.
- It's a bit like a stretched gurken.....
2008-07-27 16:13:15
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