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PROJECT
PURPOSE
PALADS REDESIGN
The aim of this project is to design a new brand
identity to accompany a redesign of the physical
space of the Palads. This brand redesign is intended
to emphasize both the Neo-Classical architecture of
this space, while creating a modern visual aesthetic
which matches the new function of the building. Several aspects of the visual language to be used by the
new Palads were designed. These included:
Logo
Letterhead
Business Cards
Website
Mobile App
Icon System
Wayfinding System
ALEXANDER HAYASHI
DIS SUMMER ‘12
HISTORICAL
CONTEXT
The Palads is a landmark of downtown Copenhagen. It
was originally established as a theater and still retains
this functionality to this day. The functionality was augmented in 1979 by splitting the theater spaces apart and
making Palads a series of theaters of varying sizes. One
of its most defining features is its multicolored facade.
This facade was painted by the famous Danish painter,
Poul Gernes, in 1989, and is what makes the building
both memorable and controversial. Some consider this
building garish and visually assaulting while others consider it with a certain quaint fondness.
Palads
in context
of Copenhagen
PALADS REDESIGN
Current
Facade
Palads
in context
of immediate
area
ALEXANDER HAYASHI
DIS SUMMER ‘12
PROGRAM
ANALYSIS
PALADS REDESIGN
Space Program
Palads, which is currently, purely a movie theater, will be made into an event venue, broken
down into 4 main spaces:
Free Space: Modular exhibition space which
utilizes movable walls that mount between the
added columns which mirror those found on the
outside of the building
Atrium: The main entryway/lobby area which
features the central staircase as well as exemplary neo-classical architectural details
Grand Theatre: A large theater space which
can be used for the performing arts well as for
films, it is typically one large room however, it
can be broken up through the use of modular
walls which utilize ceiling mounted tracks
Cafe (Not Pictured): A dining space above the
Free Space which also features an exclusive
viewing tower
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IDEAS
PALADS REDESIGN
Type Study
DIN is a realist sans-serif typeface that is widely used for traffic, administrative and technical applications. It was defined
by the German standards body
DIN - Deutsches Institut für
Normung (German Institute for
Standardization) in the standard
sheet DIN -Schriften (typefaces)
in 1931.
ALTERNATIVES
DIN fit the need for a clean,
modern looking sans serif typeface. The typeface needed to be
modern looking, without being
lost among the widespread usage of sans serif fonts such as
Helvetica and Univers.
PALADS
PALADS
PALADS
PALADS
Default
Kerning
This space is too tight.
Custom
Kerning
This space is just right.
Type
Experiments
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IDEAS
PALADS REDESIGN
Icon Study
Photographic
Reference
Original
Icon Drawing
Refined
Icon Drawing
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IDEAS
PALADS REDESIGN
Color Usage
C-0 M-0 Y-0 K-100
C-0 M-0 Y-0 K-0
The branding for the new Palads will only use Black
and White as part of its identity. This is because the
usage of colors will be dictated by the events in the
space, which are planned by @Palads, an inhouse
event firm.
ALEXANDER HAYASHI
DIS SUMMER ‘12
FINAL
LOGO
PALADS REDESIGN
Logo Usage
Type + Icon
Icon
Type
ALEXANDER HAYASHI
DIS SUMMER ‘12
FINAL
LOGO
PALADS REDESIGN
Scale Study
Too Small
Normal
Large
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IN USE
PALADS REDESIGN
Letterhead
Front
A4
Back
A4
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IN USE
PALADS REDESIGN
Website
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IN USE
PALADS REDESIGN
Website
ALEXANDER HAYASHI
DIS SUMMER ‘12
LOGO
IN USE
PALADS REDESIGN
App
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICON
SYSTEM
PALADS REDESIGN
Explanation
One of the main goals of this project, was to create
a visual language suitable for a professional venue
space which allowed for a high level of communication while minimizing the need for signage. One of
the easiest ways to do this was through the use of
pictograms. This set of icons was custom created to
have a universality while still being identifiable as
being part of the Palads brand. This balance between
generality and specificity allows for powerful yet understandable branding.
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICON
SYSTEM
PALADS REDESIGN
Examples
Free Space
Bus Stop
Female
Atrium
Bathroom
Male
Grand Theatre
Exit
Cafe
Elevator
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Business Cards
PALADS
Alexander Hayashi
Creative Director
PALADS
Alexander Hayashi
Senior Curator
PALADS
Alexander Hayashi
Head Manager
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Business Cards
PALADS
Alexander Hayashi
Sound Engineer
PALADS
Alexander Hayashi
Head Barista
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Wayfinding
Main Entrance
Wayfinding Sign
(Mounted on
clear acrylic)
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Wayfinding
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Wayfinding
ALEXANDER HAYASHI
DIS SUMMER ‘12
ICONS
IN USE
PALADS REDESIGN
Wayfinding
ALEXANDER HAYASHI
DIS SUMMER ‘12
PROJECT
REVISIT
PALADS REDESIGN
Alterations
Increased Kerning between Icon and Type
Alternative to Boxed Icon
ALEXANDER HAYASHI
DIS SUMMER ‘12