The reference for this exercise in corporate identity -together with its applications in stationery and merchandising- comes from film.
The work has applications in shopping bags, business cards, envelopes, folders, CDs & DVDs and utility vehicle lettering. It also serves as the basis for a calendar (which uses a derived alphabet), the setting of a commercial store and the installation of a stand.
Achromatic palette, extreme contrast and curvilinear forms are the main features of this director's very personal visual aesthetics.
There are several influences in Tim Burton's films: expressionism, the classic horror of the first decades of cinema (and its subsequent reimagining); Roger Corman's B horror movie series; Fellini's visual essays; Ray Harryhausen's stylized stop-motion animation and certain Walt Disney classics.
Corporate Identity - Referent
Corporate Identity - Evolutionary
Corporate Identity - Logo
Corporate Identity - Business stationery (I)
Corporate Identity - Shopping bags
Corporate Identity - Business stationery (II)
Corporate Identity - CDs and DVDs
Corporate Identity - Utility vehicle signage
The process for making the lettering was based on the idea that certain graphic gestures can mean more than figurative techniques, such as a portrait of the director that floated above the letters in a first sketch.
The general form may refer to Batman; the golden ratio spiral, to The Nightmare before Christmas; the T to Sleepy Hollow and so on. In addition, the pointed endings may be related to Edward Scissorhands.
The idea of such a brand is quite limited in commercial terms, although it would not be inappropriate in a niche market. And in fact there are many products with this aesthetic, including clothing and footwear, that have considerable demand.
An achromatic palette and the use of pure black are choices that can be defended, although they condition the use of color in the look & feel of other applications.
Beyond the limitations of the original lettering, the brand identity can be expanded by allowing more color combinations, as shown below in an interiors perspective for a commercial installation.
Plan for the installation of a stand in an area 7 meters wide by 3.5 m. deep, with floor plan, axonometry and elevation drawing.
This work was conceived as the setup of a commercial store in an existing building. Below, the original architectural plans.
In these drawings (floor plan, perspectives and axonometry) there can be seen the distribution of the lighting and furniture, circulation, and client and work areas, as well as the decoration of the facade as it would be seen from the street.
Shop (interiors perspective)
Shop (Ground and lighting plan)
Shop (External perspective)