kicking the void
Lexark Architecture studio, in Braga, Portugal, asked us to take on the challenge of creating a fresh and eye-catching identity for a new architecture studio in Angola, Arkway. The intention was to come up with a modern and bold identity that would have an immediate visual impact.
The meaning of the color pink is unconditional love and nurturing
The idea was to portray boldness yet warmth as well. Pink is the universal color of love, representing friendship, affection, harmony, inner peace and approachability. In the end we decided bright pink was the color that best described the concept of “daring” approach we wanted to illustrate and which would stand out from the other more standard approaches in the Angolan architecture market; we wanted it to provoke some kind of controversy in the artistic and cultural scene of the country.
THE SQUARE SHAPE
The end result for Arkway logo was a simple yet audacious flat pink square shape with white typing. For people in the countryside, living conditions are very different, of course, and rectangular houses with corrugated iron roofs and zinc are replacing the more traditional round wattle-and-daub (straw and mud) houses. This was another incentive for using the square shape. For this reason we also wanted to create the idea of proximity to cultural roots, which compelled us to use photographs of real locals at the communities in all advertising materials and campaigns.