312 MAIN COMMUNITY COOP
312 Main is a co-working and community space in the heart of Vancouver’s perpetually-challenged downtown eastside. Located in the renovated former police headquarters, the vision for this space is to provide inclusive access to working spaces and public amenities in a neighbourhood which is home to those suffering from health and well-being insecurity. Through extensive conversation and visual exploration in consultation with community stakeholders our team helped shape a brand identity that felt rooted in the neighbourhood. The work was selected from various options we shared through discussion with community stakeholders because they felt it provided a strong visual while also being open to interpretation.
Client: 312 Community Coop and Vancity Foundation
Location: Vancouver, BC
Scope: Brand identity design, signage and wayfinding strategy
Size: 60,000 sqft
The logo is an open frame that can interact with various other visuals. Just as the building itself has become a welcoming open space for its users to be their authentic selves, as does the frame of the logo. Further meaning is also imbued in the typography of the logo that allows for a dual reading of the ‘3’ and ‘M’ character. Just as the people of the 312 Main neighbourhood have been so often been painted as one-dimensional stereotypes, they are in reality adaptive and multi-faceted, just like the logo itself.
Extended visual brand language also included collage of photography and iconography intended to reflect the 312 Main message of embracing all people. The layered collage style felt appropriate because it has a low barrier of participation that seeks not perfection but authentic and diverse expression.
A signage program builds on the brand in keeping with the architectural design of interiors. Scope of work includes exterior and interior signage, directories, room signage and brand expression.
Similar Projects
-
![New Westminster City Hall]()
New Westminster City Hall Wayfinding
-
![SFU Student Union Building]()
SFU Student Union Building Wayfinding
-
![KPU Wilson School of Design]()
KPU Wilson School of Design Wayfinding
-
![Anvil Centre]()
Anvil Centre Wayfinding
-
![UVic Servery Branding]()
UVIC Food Services Naming, Identity Design, and Wayfinding
-
![Victor Building]()
Victor Building Name, Identity and Wayfinding
-
![Adler University]()
Adler University Wayfinding
-
![UBC Life]()
UBC Life Identity and Wayfinding
-
![IK Barber Centre]()
IK Barber Centre Wayfinding
