New European Bauhaus

BRIEF

The brief for this project was to build a mock brand identity and accompanying print collateral for the New European Bauhaus, a recent initiative of the European Union. The print collateral included a poster design in both A2 and A3 sizes, with the A3 poster being double sided to fold into an A5 brochure.

The New European Bauhaus aims to fulfil its mission of beautiful, sustainable, together in applying the goals of the European Green deal to experiences, living spaces and public architecture through creative multidisciplinary actions following the COVID-19 pandemic.

To complete this task, I was provided with all of the required copy taken directly from official European Union channels. Designed with a heavy focus on the nature of typography, only type, lines and blocks of colour were permitted to be used in this brief. It was a true test of typographic skill and understanding of dual-purpose layouts.

DESIGN STATEMENT

My interpretation of the New European Bauhaus is envisaged as impactful. The design language reflects this using stark black text for the logo and slogan on a white background, while the letterforms explode from the wordmark in the brands key colours. The explosion of letterforms are symbolic of the vast potential of this initiative and its virtually endless possibilities for inspiring decision makers to do good for the people and the environment of the European Union. They scatter across the background like thoughts in a brainstorm, reminiscent of a mind-map where ideas are added as the concept evolves.

The wordmark and its accompanying slogan use only lowercase type to accentuate the revitalised and youthful nature of the concept, and make the movement appear friendly and approachable to all.

The three core brand colours were selected to link directly to each of the slogan's objectives. Red for beautiful, green for sustainable, and yellow for together. These colours create the pillars of the New European Bauhaus, and would classify and brand each of these objectives in future collateral.

The poster

The poster is the core of this brief, and as such it dictates the design language of whatever collateral would follow it. The design is easily recognisable, and once seen would be able to be picked out in a crowd wherever it may be.

In order to modernise the concept the sans-serif type family 'Stolzl' was selected as it is clean, youthful and easy to read.

The 'e' in European breaks the step structure, sitting out from what would be a standard diagonal top-to-bottom hierarchy. This is representative of the focus on the "European" in New European Bauhaus, where in every instance where this initiative, Europeans must and will always come first.

There is a significant amount of body copy supplied for this poster through the brief. In order to accommodate this the text is grouped together following the steps in the poster's visual hierarchy, bordered by the iconic coloured type scatter. The impactful and attention-grabbing design of this poster invites the viewer to follow the steps in its hierarchy to then read the body copy.

New European Bauhaus

BRIEF

DESIGN STATEMENT

The poster

Print Collateral

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