New visual identity for the exhibition space Strauhof, based in Zurich.
It was designed by Process Group, an international branding agency.
The identity was created with the NewParis typeface.
The underlying concept focuses squarely on the function of an exhibition space – it is all about opening up ideas and spaces, uncovering and discovering. The Strauhof is a place that invites being explored. The design mark of the logo, the initial letter “S”, is depicted against an abstract graphical representation of the folded-over corner of a page – as if marking a place in a book – and so has been cut off slightly at the bottom. The design mark thus becomes easily identifiable as a signet. A space is created upon which external designers can “strut and fret their hour upon the stage” under the Strauhof’s banner. The exhibition on display at any given time provides the base colour palette and key visual for the visual identity, which is then deployed across all communications channels, such as the website, newsletter, invitations, tickets, etc. The principally informative and orientation-based meta-level complements this communications-based level.