CALA Identity Proposal Year: 2014 Deliverables: Logo mark, apparel applications, website, giveaways Client: Center for Architecture and Urban Design in Los Angeles
The visual identity for CALA represents an institution whose intent is to centralize nine related but similarly independent groups. The nine groups being: artists, architects, engineers, planners, developers, builders, designers, politicians and the public. All these groups unique and vastly different, are represented democratically as a single line stroke. All 9 strokes are structured together horizontally creating a unified form. The final mark is structured, strong, and versatile giving longevity to the institution.
The identity is meant to be flexible, in the case of an event or meeting involving only several of the groups out of the original 9, variations of the original mark can be made. Taking the original logo mark and subtracting non-participating group’s stroke creates rhythmic variation and unique forms from the original established mark.
1646 sees a parallel between CALA and the underlining of Los Angeles as a whole: Both unite seemingly unrelated and unique landscapes to create one-of-a-kind experiences. To further Los Angeles’presence within CALA’s visual identity, the logo may be displayed in three-color variations derived from the official city flag of Los Angeles.