A new identity for Zaha Hadid Architects
ZHA is well known for its avant-garde approach to building design, which often incorporates computer generated patterning programs.
Design studio and branding strategists Greenspace used some of these technical aspects to ZHA's working process (including their use of parametric theory) into a new identity for the practice, in which a series of graphic shapes, structures and patterns are applied across the company's communications material.
"We set out to create a coherent brand and website for ZHA, one that would strengthen and reinforce the story of such a visionary practice," says Adrian Caddy, founder and CEO of Greenspace. "We interviewed 30 of their senior associates and designers and asked them what they thought about their company. This gave us a good basis on which we could base ideas and build our approach."
Greenspace developed the identity and the bespoke typeface, Zaha Hadid Sans, in collaboration with Hadid's senior partner, Patrik Schumacher, and designer Miles Newlyn. "We deliberately didn't want to create a brand identity that would be a pastiche of any of the ZHA created works," adds Caddy. "We wanted the work to speak for itself, not be over-powered by its brand."
As part of the redesign, a new HTML5 website at zaha-hadid.com was also created which serves as a vast digital archive of ZHA work, both built and conceptual.
Greenspace design team: Paul Blackburn, Lee Deverill, James Taylor, Stephanie Wilkinson, Adrian Caddy. ZHA project team: Patrik Schumacher, Lars Teichmann, Bidisha Sinha. Photographic portraits: Alex Telfer. Website Production: Scott David.
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Zaha Hadid Sans was designed with Miles Newlyn.
He writes, ‘the typeface uses two unique features: There is the folded detail, in which joins that are usually truncated are divided by a slim gap to give the appearance of layering. The other feature is a carefully stressed curve that flows from vertical to near horizontal and back again.’
The website is really ugly looking!
motion sickness guaranteed ... tossed into wastebasket step two.
@MLA Thanks for the information on Miles' work on the project; I've updated the text accordingly.
Thorough and Fantastic all around
Love it! Shows how a meaningful and considered concept can create a great outcome!
"Clarity of intent will translate in to clarity of result" - Massimo Vignelli
Lots of designers. Any copywriters?
The website is a bit of a challenge but in a good way. It's different, so takes a little getting used to... a bit like ZHA's architecture.
Everything is so perfectly appropriate for the content.
The Newspaper is a nice touch too. A more permanent printed book-like version would've felt too obvious and staid. This way it feels new and fresh; taking something so traditional in format and using it in a new and different way. It's all about the contrasts.
we expected more, good work, but nothing special
I happen to love it. Clean, sophisticated, well contemplated. Beautifully done.
Thank you so much for you dedication to highlighting the works of Zaha Hadid Architects in such a comprehensive way. I am almost 2 years into a project to photograph their built works in Europe (so far). It is such a shame the people of Basel blocked the construction of this great design. via - pokiemachines.org
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