Identity Designed is a showcase of brand identity projects from around the world.

Am Fleischmarkt 1

Contributed by Ulli Leonhartsberger of Austria-based Moodley Brand Identity.

Fleischmarkt brand identity

Fleischmarkt brand identity

Since the middle ages “Am Fleischmarkt 1” has always been a remarkable business address in Vienna. In 1909 a beautiful Art Nouveau edifice was built there — in terms of construction a real visionary building, because for the first time, reinforced concrete pillars, were used.

At the moment, the building is being revitalized in order to create new high-end business offices keeping true to its original style. The address branding that moodley brand identity was assigned to create should symbolize the inspiring history (the beautiful historical building itself) as well as the spurring future (high-end applications go together with an extreme high environmental compatibility).

Design decisions

The graphical identity of the building is influenced by the special architecture and its copper colours. A folder produced in larger edition is used as a pre-sale promotional item. A limited edition of a marketing box (containing floor plans, detailed descriptions of amenities, etc.) and a high quality image book not only describe the innovative interior design and the ecological benchmarks of the new building but also Vienna in general as a A1 business location.

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

Fleischmarkt brand identity

All used materials are made of high quality paper with many special print refinements.

Credits
Client: Amisola AG
Strategic advice creative & art direction: Gerd Schicketanz
Graphic design: Katharina Hölzl
Text concepts: Michael Endlicher
Photography: Andreas Balon, gregortitze.com
Production: Alanova Druckerei GmbH
Web: muevo (www.fleischmarkt1.at)
Product photography: Marion Luttenberger

View more brand identity projects on the Moodley Brand Identity website.

Just the one appreciated comment about “Am Fleischmarkt 1”

  1. The copper colour is nice, I wish it were a bit more saturated, it looks a little dull, and the serif looks great.

    However, I feel this design lacks in proper spacing between elements, like in image three, the space between the serif and sans serif and the image below is too little, and looks squashed to me. It also seems like the space in the designs isn’t being used as great as it could be, type filling up a majority of the page without much care for space (around the type, negative space etc).

    I’m not sure about the use of Helvetica Bold and the serif, Helvetica is one of my favourite typefaces, but I wouldn’t mind a break from seeing it used everywhere. I’m also not sure about how much the serif works with Helvetica Bold.

    There are some great aspects of this design, and I’m definitely a fan of any European design (especially Sweden and Norway), and there are some small issues I have with this design.

    Nice use of materials, I’m a fan of cardboard, and clean paper etc. Overall this is nicely done, I think I might be the only person with some problems with this. It’s bold, clean, well photographed and thought out. Great job!

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