Branding agency TEMPLO‘s vibrant identity for Soho co-working space The Union combines colourful imagery with a logo made up of each of the letters in the brand’s name.
The Union was founded as a private members’ club in 1993 and is based in a Georgian townhouse on Greek Street. In 2015, the club acquired a four-storey building next door and has since doubled in size, adding new work and studio spaces.
TEMPLO was asked to devise an identity that would help the club “raise its profile” and “target the next generation of potential members more familiar with using such spaces for co-working and networking … rather than simply wining and dining”.
The logo brings together each of the letters in the word ‘union’ in a single shape. “We created a logo that has a sense of intrigue; a symbol to explore further,” says creative director Pali Palavathanan.
The symbol is accompanied by images of the club’s interior shot by Matt Stuart. The branding has been applied to a new website as well as business cards, stationery, social media imagery and a wind-powered sign outside the building. Animated idents have also been created for use online.
Creative director: Pali Palavathanan
Designer: Marianne Hanoun
Photography: Matt Stuart
Film: John Ingle
Signage: Big Ups