SomeOne looks to Vorticists for Halcyon identity
The Halcyon is a new development in Islington, north London, featuring "the best of British art, retail, design, music, exhibitions and food'. So for its identity, SomeOne have referenced a very British art movement, Vorticism
SomeOne created the name, strategy, language and identity for The Halcyon which will specialise in 'attracting local, national and international visitors interested in buying, tasting and experiencing the best of Britain in a friendly and contemporary setting'. The venue, on Essex Road, promises it "will support talented British individuals, products and companies from the grassroots level and up, giving support on all levels, including apprentice schemes as well as offering the venue to test ideas and experience".
It houses a gallery, coffee shop, music and retail spaces plus The Thunderbolt restaurant (named after a land speed record-breaking car of the 30s) and the Sundowner bar (named after another car, this time one which completed the first London to Melbourne journey in the 20s). Both the cars were built by the Midlands-based Bean Motor Company. The owners of The Halcyon, Aquarius Investments, also now own the Bean brand, hence the link.
The identity features a repeating pattern inspired by the abstract geometric style that was such a feature of the early 20th century British artists who became known as the Vorticists. The pattern is used across literature, packaging for Halcyon branded foods and in retail spaces.
SomeOne's Simon Manchipp says that referencing Vorticism " felt like a great way to explain the Halcyon brand — celebrating halcyon days, without it looking twee and clichéd — as well as the fact that the Vorticists were around at a similar time to the Sundowner". Vorticism was British-based but international in make-up and ambition, Manchipp says, which also matches the positioning of Halcyon.
The primary typeface used in the identity is similarly British in origin – a new cut of Gill Sans.
SomeOne worked with interior designers ARA, and project management build group Ovalstone on the development.
Quite what Wyndham Lewis and co would make of their ideas being employed in the service of 21st century commerce we can only guess at but if you are looking to do 'heritage Britain' with a modern twist, Vorticism is an original and under-utilised reference point (and it is just a reference point, let's not forget). The same can hardly be said of Gill Sans but the overall impression from these few images (though it's very difficult to assess work like this without experiencing the space first hand and how it works with the architecture etc) is of an energetic, stylish identity with plenty of opportunity for application across all manner of uses.
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You've got to hand it to SomeOne. They keep on doing great stuff. I've never even heard of the Vorticists! Smart work. Love it.
Agreed. Good work guys, I'm on the other side of the world but your work always looks fresh and tightly worked through.
Love it... seems like it is influenced by David Bomburg
Spot on Chris.
‘Expelled from the Slade in the Summer of 1913, Bomberg formed a series of loose affiliations with several groups involved with the contemporary English avant-garde, embarking on a brief and acrimonious association with the Bloomsbury Group's Omega Workshops before exhibiting with the Camden Town Group in December 1913. His enthusiasm for the dynamism and aesthetics of the machine age gave him a natural affinity with Wyndham Lewis's emerging vorticist movement, and five of his works featured in the founding exhibition of the London Group in 1914, but his confidence in his own artistic vision led him quickly to distance himself from the vorticists' organisation. In July 1914 he refused any involvement in the vorticist literary magazine BLAST and in June of the following year his work featured only in the "Invited to show" section of the vorticist exhibition at London's Dore Gallery.’
The David Bomburg pattern is nice but not that ownable? I would be concerned with it getting a bit tired with it being plastered everywhere and on so many applications. Not sure about the logo.
Sorry Gavin, don't think so buddy!
Really like this — the art reference is clever and links things together well.
I'm not normallya fan of Gill sans — but here I think they've given it a nice twist and connects it to the overall look.
Looks like my typeface!
Coninsidence or copied?
No offense Neil but that's just a chisel typeface. There are 100's of chisel typefaces, there is nothing overly original about either version.
Visually interesting, great colour palette, and the potential to be applied beautifully to relevant material.
I look forward to seeing how this brand progresses.
A lovely job guys :)
I used the word 'halcyon' in a sentence the other day. SomeOne probably overheard it and ripped me off.
The red looks suspiciously close to this too...
That aside, lovely work SomeOne
Simply stunning - would love for one of these projects to come through my door.
Not sure why everyone is saying the Typeface is just a standard chisel effect - how many of you guys have ever thought to use different colours on each chiseled edge?
This design seems to have been carried off superbly across multiple channels and the attention to detail is to be applauded both to the creative team and to the client in understanding that it's this level of consistency that really makes a concept work. So many clients think that the logo is all they need when creating a new brand identity - this project shows that by pushing for every little detail to be correct, the brand becomes exponentially stronger as a result and instantly recognisable, even to non-designers.
A nice piece of work by SomeOne. Hats off to them.
Especially when you compare it to the disaster of the new branding for the Stedelijk Museum in Amsterdam.
Adobe Illustrator lesson one: draw a line and put some text on it...
In spite of whoever that font belongs to :).... I love the design, it's lovely artwork though. Well done
The yanks are going mental for it over at BrandNew.
Dare I say it... Is SomeOne actually making branding cool again?
I'm bored to tears of the recent WolffOlins stuff.
After that blue dot nonsense for USA today they'll be selling a blank page as a modular design solution next.
This stuff actually has some style to it.
Personally, its the colour scheme that holds it all together. The pattern nature is nice and all, but if it had a bland palette, there's no way it would have the same appeal.
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