Inspired by the curved form of ITV’s new logo, Kin worked closely with the in-house team to develop a 16m long stainless steel ‘ribbon’, which ‘twists and turns to create different seating spaces,’ says Kin partner Kevin Palmer.
The installation sits in the piazza area of Media City in front of the ITV building, a space open to staff and the general public.
Seating, ‘lean-to bar-like spaces’ and reclining spaces have all been fashioned from the sculpture which has an underside painted in the ITV colour palette ‘to give flashes of colour’, says Palmer, who adds that the sections have all been tested for ergonomic comfort.
At the end of the ribbon, an interactive terminal with a touch-screen displays a colour wheel. Inspired by the idents, people are encouraged to customise the logo by filling segments of it with different colour combinations.
When they are happy with their final design it is transmitted to the 5m high ITV logo on the top of the building infront of them.
LED lights inside the logo instantly change to match the design, which can also be uploaded to Facebook or tweeted.
Bespoke software designed by Kin means that Hue Saturation and Lightness (HSL) values can change the red, green and blue LED lights in the logo.
The overall design has been inspired by the new ITV logo, which acts as a window to any trailers it overlays when used on screen for idents. Colours from these programmes are pulled through and the identity is in this way given a constantly evolving palette.
Palmer says, ‘We wanted the sculpture to cross the boundaries between public art, functional seating and a physical realisation of the new ITV identity, without it being overtly branded.’
‘Anti-skateboard nodules’ have been developed and added to the side of the sculpture so it is not misused, adds Palmer.