Contributed by Péter Orbán and Dániel Nagy of Budapest-based Hidden Characters.
Talented students coming from different faculties of the university form the five project teams in the following categories: architecture and design, engineering and energy, smart building, communication and management. They are supported by faculty advisors and the dean of the architecture faculty, Dr. Gabor Becker.
Since 2002, Solar Decathlon is an international contest between universities that has been organized by the U.S. Department of Solar Energy and the Spanish Ministry of Housing. The goal of the contest is to popularise the usage of solar energy in architectural solutions and to call into being the social and market support of green technologies.
More than 60 teams are working to propagate their country and their university at the competiton final in Madrid, fall of 2012, where all the designs will be built in real life.
Our team’s scope was to design a solar-power use house adapted to the Hungarian environment, weather, social situation and needs, which can subsequently succeed in the marketplace.
Hidden Characters created the visual identity for Odooproject — the Hungarian entry.
Our tasks: logo system, brand strategy, visual identity manual, visual language, business cards, promotional posters, brochures, elements of printed and digital communication, elements of online communication, web design, and invitation cards.
The shape of the house was inspired by the emphatic house-court relation, which is a typical attribute of the traditional Hungarian house, where the closed space and the openair court creates the living space. The typical uses within the lot are always changing according to the seasons and the sun’s position on the ecliptic, to which the house can always react.
Visualization of the house by Márk Szőke
Our major premise in designing identity for the house has been idea that the alternation of day and night as well as the passing of seasons has an effect on tenants as well. Since we are aiming for an organic relationship between visual identity and submission, our goal is that, much like it effects the house, the sun play a central part forming visual identity as well.
Due to the surge of virtual media as well as the lack of challenge their technological implementation would pose, dynamic logos have become quite common, probably even boring. However, our perception is that solutions with substance, which are not mere submission to trend, are becoming more and more rare. What inspired us to create a dynamic logo was the thought of involving solar energy. That is to say, it is the natural dynamics of earth and sun that lead us to construct a dynamically changing logo. A further interesting point is that different carriers of our visual identity will feature different versions of our logo.
At the core of our concept lies the recognition that, in projecting the image of the building as shadow, the sun itself does the task of graphic design, highlighting just the parts of the house which are engaged in collecting energy. Thus, the sun is in dynamic interaction with not only the building, but the logo as well.
Revolving around the sun and also rotating around its own axis, earth’s natural movement results in a dynamics of shade and shadow which alters both within the day, and also as the days pass. The result is a rich, almost endless variety of emerging shade-shadow constellations.
Logo variations, visual language, visual identity manual
The logo indicates the date and time of the shadow.
Working on the logo we analyzed a summer and an autumn day in Hungary, ultimately arriving at a set of 11 daytime, and a single nighttime (an inverse) version. These we have have found the most pleasing aesthetically.
Photography by by Balázs Danyi
Digital communication, web design
Web developer: Gábor Németh
Actionscript developer: András Polgár
Communication coordinator: Orsolya Nagy
Student team leader: Adrián Auth
Web developer: Gábor Németh
Actionscript developer: András polgár
Visualisation designer: Márk Szőke
Photographers: Balázs Danyi, Ádám Szekér
Graphic design: Hidden Characters
Hidden Characters is a group of two young graphic designers, Péter Orbán and Dániel Nagy, based in Budapest, Hungary.