Shortlisted Branding & Identity Design
London School of Communication
x London Design Festival
Team: Ana Sofia, Hessa Allhabad, Rosa Dam,
Flavia Mazzoni, Monique Younguyen
2020
As a part of our Master Programme’s Collaborative unit, we were asked to pitch for a dynamic and flexible visual Identity for Design Action, an annual exhibition at LCC in collaboration with the London Design Festival. Our route ‘Anti Structure Structure’ was shortlisted from over 40 routes presented by our MA cohort.
Design action is not a linear, nor a unidirectional process. When designing, unexpected and uncontrolled situations can occur despite our planned efforts. Our concept of the ‘Anti-structured Structure’ symbolises that the process of design is both structured as well as unstructured. It is a continuously moving, self-reinforcing dialogue between the two opposing forces.
We created “the single element’, a building block that represents individual changes and can be transformed into another shape interpreting the holistic nature of Design. The ‘Anti-structured structure’ is the accumulation of countless small changes represented by the single element, which morph into greater impacts that can change the world.
