The visual identity for Birmingham’s iconic Fort Dunlop building has been unveiled by design consultancy Boxer and property developer Urban Splash.
On completion of a £115m renovation, the former tyre factory is set to reopen next year, offering 32 000m2 of office space, shops and a Travelodge hotel.
Boxer’s visual branding comprises two elements: an Art Deco style pictogram that references the factory’s shape in a Modernist graphic form and a word-marque, generated from an enhanced Din Mittelschrift typeface. Urban Splash’s rectangular logotype is also incorporated into the landscape pictogram.
‘[The logo] references the Art Deco style of the factory’s heyday in the 1920s and 1930s,’ according to Boxer’s design services director Paul Thwaites. ‘The brief was to retain this heritage, while alluding to the contemporary.’
Boxer’s pictogram also informs the designs for the layout of the building itself, according to Thwaites. ‘The pictogram gives us some visual glue that can tie together different elements,’ he explains. For example, the car parks – designed by US landscape architect Martha Schwartz – reveal the pictogram when viewed from the air.
Boxer’s branding will be applied to signage, a website, advertising and literature, including a rubberised brochure. The consultancy won the contract last September following a five-way pitch (DW 4 September).