ZED Space, Visual Identity Concept for the Shanghai EXPO 2010 London Pavillon (apres Expo Use)
The London Pavillon was located in the EXPO city pavillon area on the Puxi side of the exhibition areal. It was a zero-carbon building designed by London based architecture practice ZEDfactory, headed by renowned British architect Bill Dunster.
I was asked to come up with a visual identity concept for the use of the building after the end of the 2010 EXPO. Bill Dunster envisioned a use of the pavillion as a creative meeting spot and hub for design education. Sadly the Shanghai government as owner of the building had other plans and didn't allow for the idea to be turned into reality, so my concept of a flexible logo system representing the multilayered use of the space never was put into practice.
Bummer.
ZEDspace logo system with an alternating main visual for the different sections of the project.
The grid system was based on a simple 9/9 division of a square. The basic number represented in the logo is of course five.
Prior to the actual design phase I created moodboards like this one to explore the idea of network/networking as a story.
