St David’s identity, Cardiff

Jul 31, 2009read the 23 comments

St David’s identity, Cardiff

London-based agency Johnson Banks has been working for a couple of years on a new visual identity for the St David’s centre, in the heart of the Welsh capital, Cardiff.

From the Johnson Banks website…

“The overall identity is based on the thought that hundreds of thousands of people will gather and use the new centre as their meeting-place, and our ‘people’ diagrams swiftly became the beginnings of the entire scheme.”

It’s a design I’m sure will adapt well across a range of applications. What I’m not keen on is how the light-weight type gets lost on the “St David’s 2″ website.

More conceptual photos over at Johnson Banks.

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23 appreciated comments, click here to add one

Jacob Cass

I like how the whole identity works together – the prototype shots really bring it to life though I am not sure it looks like “a few years” work as they quote on their site.

Jul 31st, 2009
Nate

Wow, if they can figure out a way to apply that logo properly, more power to them. Could be a real winner on signage, and on the other hand, it could be a disaster.

Jul 31st, 2009
shane

Great idea and implementation. Reminds me of: (link removed due to use of URL shortener).

Jul 31st, 2009
Tom

I live in Cardiff and it looks good applied on the temporary hoarding. Just seems a missed opportunity to use a Welsh agency to undertake the work. It’s quite short sighted to think you have to go to a big London agency for creative results! The Welsh Assembly are always going on about supporting local business and sourcing locally! Nice work anyhow.

Jul 31st, 2009
Matthew

I think someone should tell Mirko Ilic that his cover for Seth Godin’s “Tribes” has been completely ripped off.

http://farm4.static.flickr.com/3185/3053430036_80c3baaa2d.jpg

Jul 31st, 2009
Andrew Kelsall

I agree with you there David, the site does the identity no good, especially the type. I a also wonder what this id will look like when printed 1cm high?

Aug 1st, 2009
Valentino

Have been seeing this around Cardiff for quite some time and did also wonder why a Welsh based agency wasn’t involved, we have so many fantastic design firms in Cardiff Bay and the rest of the city.

I found the point of the logo was easily recognisable (the gathering people), not sure it’s a rip off of the Tribes cover as it’s not a logo, and neither is it the first time I’ve seen people crowding around before in graphic design. Although the logo is quite similar to Cardiff’s Hayes Apartments logo:

http://www.hayes-apartments.co.uk/home

I think the meaning is better applied to a shopping centre and I assume Hayes is just made up of dots.

Andrew I don’t think there’s much of a problem with 1cm high reproductions, and while it will be used on such, the primary use for is to be seen large and loud with the same execution for signage featuring all sorts of icons. Perfect!

Aug 1st, 2009
Justin

The reason the text is on 2 lines is due to Dewi Sant being the welsh version of St David, but I agree it is very light, though I love the mark!!

Aug 2nd, 2009
Nick

Im looking forward to all the new regeneration work thats going on in Cardiff at the moment, not only St Davids , but the coach station and surrounding area’s are all getting a much needed boost. I hope the new identity sticks throughout the city really.

Aug 2nd, 2009
AJ

It’s an interesting identity for a large retail space/gathering place in an urban area… the identity suggests more about the actual function of St David’s centre, but is still abstract enough to be a well-rounded identity campaign.

It’s certainly refreshing compared to the bland and unoriginal identities usually created for these types of real estate developments.

Aug 4th, 2009
Gareth Coxon - Dot Design

More great work from Johnson Banks, I’m not sure there is a design agency that I admire more. Always clever, simple and adaptable. Great work!

Aug 6th, 2009
David Airey

Matthew, as Valentino says, this can’t be claimed as a rip of the Tribes cover, unless you’re going to say the cover was a rip of such-and-such, but then such-and-such was a rip of… and so forth. People coming together fits very well.

Tom, there’s some excellent work in the Bluegg portfolio. Great. I’m curious though — and this is something I’m battling with at present — why do you alter the use of “identity”, “brand identity” and “corporate identity” when describing the brandmarks you create? I’d love to know your take on that.

Justin, thanks for the translation. I had an idea, but wasn’t sure. It shouldn’t prevent both being on the same line, however. They could easily be visually separated using different weighting, tone or a divider.

Gareth, I’m with you there. I have much respect for Johnson Banks.

Thanks for the comments, everyone.

Aug 6th, 2009
Martin

Another example of JB’s excellence. A classic example of the logo itself being more important than the overall identity but working together brilliantly, rather than certain agencies tendencies to use a brand identity to hide what is essentially a poor logo – no names mentioned ;)

Aug 6th, 2009
David Airey

I’ve just been enjoying your portfolio, Martin. Two thumbs up.

Aug 6th, 2009
Martin

Many, many thanks David. You’re too kind :)

Aug 7th, 2009
Carol Whitworth

Nice, pleasing to the eye, but very similar to what we did for landscape/urban space designers Novell Tullett in 2007. Ours was about people using spaces!

http://www.novelltullett.co.uk

Just shows the trend-setting takes place outta London.
Carol

Aug 10th, 2009
Will

It’s ok, just ok. REAL shame a Welsh agency couldn’t have done it. Guess that’s The Welsh Assembly for you…total waste of time and do anything but support Welsh business

Aug 20th, 2009
Victoria

Hi there…. the St David’s brand id looks very like another seen around Wales…please take a look http://www.designwales.org

Dec 31st, 2009
Oli

I love love love this Identity! And enjoy seeing it, and watching it adapt. The brilliant guys at Johnson Banks have done a great job by creating something clean, simple but very expressive. I agree that it can be reminiscent of similar designs, but i don’t think it’s trying to be groundbreaking, just….good design! The bigger picture needs to be recognised here not just one extract of the identity, and for that you really need to witness the brand in all its glory. From the multi story car park and distinguished Hayes apartment buildings situated above the complex, right down to the touch screen information points, it really does bring the whole enterprise together very well.

I have to disagree on the comments about a Welsh agency not being involved, purely because a Welsh agency was given preemption, and then binned further along development. Born, raised, and working as a designer in Wales, I’m proud to say that the Welsh design scene is booming, however, I was very disappointed by the first attempt that was produced during construction of the formerly known St. Daivds 2 (embarrassed if I’m honest). Until recently I was under the impression the same agency had evolved the design into something quite magical to match the scale and grandeur of the project, but this wasn’t the case unfortunately. Given the chance I’m sure they could have taken this forward and produced something equally impressive. I can’t comment on the reasons why the agencies changed, but I can genuinely say I’m 100% happy that Johnson Banks took the helm on this one!

Nov 5th, 2010