west lafayette wellness and aquatics center
LOGO DESIGN
BRANDINIG
LOGO DEVELOPMENT
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Cumberland Park is currently having a wellness and aquatics center being built in West Lafayette, IN. It will be complete in 2021 by Perkins & Will. Our work was holding a workshop with the Cumberland Park and West Lafayette board members to figure out a name. They narrowed it down to two choices—Kinnect, Cube or C3 (Cumberland, Community, Connect). From these names we came up with a system logo and brand elements that they could use when they make their final decision.
A Flexible logo for multiple sports.
The versatile logo stems from the letter K in Kinnect, but with a forward arch to represent motion. From the rotations of the two ovals, we can create multiple uses for the logo that can branch into wellness, aquatics, and other areas of sports. Each with their own color selection to represent that sport. Furthermore, the logo can be taken apart or enlarged to create the lines and motion found on a soccer field or basketball court, the balls, or dancing steps. Allowing this versatility lets the logo become all encompassing.
A logo that connects with the whole family.
The second logo we created was for their idea to call the space The Cube or C3 represented by community, Cumberland Park, and Connection. They wanted this logo to help reach out to younger customers that would use the facilities. The wellness center has a lot of activities for younger people including a E-sports gaming center.
From this we created the following branding system. The logo is able to unfold and turn like origami to create the C and E in perspective to a cube. We thought it could become a focal point sculpture for the front of the entryway, or become different colors to highlight different sports.
