Project Scope: Identity / Signage
Client: The Lab (Gangnam, South Korea)
The Lab is a newly-built designer residence, event/studio space, and boutique cafe. It is located in a quiet corner just off of Gangnam's most popular restaurant street. There are 8 units for rent, an event space for various occasions and a newly-opened cafe.
The architecture of this building is something that I wanted to acknowledge in the design approach. The building shows a clean, minimalistic exterior while the interior is decked with newly-renovated rooms boasting modern appliances, decor and furniture. Clean and minimal are the aesthetic descriptors, but ‘inclusive’ and ‘open’ also play a big part in the vibe of this gem. The Lab works on 3 facets:- Accommodations / residence (AirBnB + Booking.com)- Event space / studio- Boutique cafe (Third Wave Coffee / Aeropress coffee)
The objective was to design a clean, relevant, and dynamic logo mark that would unify the 3 offerings of The Lab. Since there are three major streams within this entity, I designed the mark to be simplistic, dynamic and open. The geometric shapes and elements allow the logo to lock-up in various ways, while maintaining the brand voice. Squares and rectangles are prominent within the visual language, and salute the beautiful architecture of the building. The triangular shape that is also the sub-mark indicates an Erlenmeyer flask (coffee chemistry) and also the shape of a minimal house or home (space and accomodation). This cohesive concept was established early in the process.
See/rent one of the rooms here
Photography: Chin Hyosook (진효숙) - Architectural Photographer
