The Core dives down to The Deep

Hull design group The Core has been appointed to create the corporate identity for the city’s £38m millennium project The Deep. The job win follows a three-way unpaid creative pitch.

The branding will entail The Core working across the entire project in tandem with interior design group John Csáky Associates and architect Terry Farrell.

Initial stages are due to be completed by the summer, though The Core will continue developing the brand, rolling it out on signage, stationery and cutlery.

The Core managing partner Peter Melling says Farrell’s “highly innovative building” and the “creative thinking behind the project” made it an attractive proposition.

“It’s an exciting opportunity to be involved in the project, which will be synonymous with Hull. It helps make us pioneers literally at the core of the city’s creative centre,” he adds.

The Deep chief executive Colin Brown says: “The Deep is not just an aquarium, or a visitor centre. It has aspects of all these but it will be much more… Our identity will be different from the new city brand [by Wolff Olins], but will be informed by it.”

John Csáky Associates managing director John Csáky describes The Deep as “dark, strange and unfamiliar territory, like a visit to the bottom of the ocean.”

Details of the interior design are being kept secret until closer to the attraction’s opening.

“The success of the project rests on the close working collaboration between client, architect and exhibit designer. In this way the emerging design will be truly unique,” adds Terry Farrell project director Julian Tollast.

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