Wednesday 1 April 2020
17:00 - 18:30
Place Branding Through Architecture
A term often overused and over complicated in recent years, ‘branding’, is crucial both as a purpose and the outcome of our buildings and spaces. Building a brand goes way beyond a logo or website - it is about building a narrative of place. It involves developing an identity that is both aspirational (a reflection of what that place will be) as well as a reflection of the existing essence of the area (its cultural and historical context). Within the built environment, the essence and story of the place is told through architecture, graphics, wayfinding and art programs that facilitate cultural cohesion, appreciation of the space, and importantly, a unique identity.
Architecture is different from other branding channels and offers dimensional opportunities that other mediums cannot. Often however, it is not considered as an element of branding even though it is highly visible, lasts over time and acts as a constant point of interaction with individuals. When implemented successfully, the built environment can serve as an extension of the overall values and strategic objectives of a company or organization.
Looking at historical examples, recent projects and best practices, this session will examine how place brands are born and what collaborations and considerations give the brand its voice in the built environment. A review of basic design elements such as colour and material choice, and graphics and how they communicate certain aspects of a brand through the built environment will provide an understanding of how a final design relates closely to vision, positioning and other brand attributes.
Rae Lam Fox
With over 20 years of industry experience, Rae has an exceptional understanding of graphic design and its correlation to the built environment. Her all-encompassing skillset has enabled her to design, manage, and produce projects of any scale. Rae’s educational background includes a diploma in Visual Arts from L’École d’Arts Plastiques in Nice, France, a business management certificate from the Toronto Business Development Centre, and PMP certification. Prior to joining Entro, Rae managed graphic fabrication on projects such as the Canadian Museum for Human Rights and Frank Gehry’s Biodiversity Museum (Panama). As Senior Designer at BaAM Productions, Rae’s worked on projects for Aga Khan Bridges That Unite, Museum of Nature Bird Gallery, CN Tower, the 2015 Toronto Pan/Parapan Am Games Handover Ceremony, Parks Canada Niagara Commemorative Walk, and the Rideau Canal, among others.
Principal Creative Director, Entro
Udo brings over 30 years of experience to Entro, specializing in identity development, corporate communications, and signage and wayfinding design. Udo’s unique approach to design problems, fostered by the mentorship of renowned German artist Anton Stankowski, combines artistic and poetic sensibilities to create powerful designs, which elevate the everyday experience.
Formerly, Udo acted as Studio Manager for Stankowski+Duschek, one of Germany’s leading design firms. At Entro, Udo has directed the design and development of signage and wayfinding programs for a long list of national and international clients and developed a number of corporate identity programs.
A native of Germany, Udo obtained his Bachelor’s Degree from the Technical College for Design in Würzburg, where he served as guest lecturer between the years 1993–1998. In Toronto, Udo is an actively involved member of the Design Exchange.
This seminar is qualified for 1.5 structured learning hour (OAA Continuing Education)
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