KulturMaskinen Digs Us!

We have created the winning identity for the new cultural epicenter in Odense: KulturMaskinen (The Culture Machine).
Yes ma’am – we have won! and our identity was chosen among a total of 12 entries and this makes us both proud and happy as hell.

- KulturMaskinen will be the new multicultural institution in the heart of Odense and it will gather a whole bunch of cultural activities and venues under one roof – or building complex, that is.

Why the huha did we win then? Well, most design agencies (and their customers) are always looking for a fixed semantic solution to the “identity problem”. This often results in a static and rigid logo that integrates poorly into the the many many different media platforms it will be used in. Combining this with the fact that culture by definition is diverse and based on human interaction, it felt natural to create a living, evolving brand, that would be easily recognizable despite it’s organic and changing nature.

With a set of simple building blocks, a grid, and a few dogmas for movement and rotation, we had the right setup:

And by applying and using these blocks we could create different versions of the identity:

This was the simple version of the idea… Now we can’t wait to begin animating, and maybe even coding this stuff, and give it a life of it’s own. Until then, it will not be a true “Culture Machine”!

More to come.