Emma Joutjärvi Monica Lefèbre Jakub Krehel
CONTROLLED C BRANDING AND WAYFINDING SYSTEM FOR SPREEPARK Spreepark is a unique park which displays historic rides among untouched nature, giving the visitor the feeling of controlled chaos. The main challenge was to create a wayfinding system which was not linear, however still consistent, so the visitor could explore their own path and venture at their own pace.
CHAOS
FIRST IMPRESSIONS What struck us the most when visiting Spreepark was how untouched it was. The rides stood there for decades, the way they were left. Nature has overtaken many parts of the structure sand and created life of itself. The way it stands now, Spreepark has become it‘s own ecosystem with different plants and animals using it as their new home. The day we visited, it was a particualrly gloomy, dark and foggy day which has just added to the mysterious atmosphere and aura that fascinates so many people. The park has become famous all over the world and is a unique place in itself, drawing in many people and causing them to enter under any circumstances. Chaotic nature as well as the structural remains of the park have inspired us for this idea. The way that these broken metal structures crumble and interact with the nature surrounding them and the new plant life that has grown over time captured our attention like nothing else. Even though now nature seems to have overtaken, there are still remains from the past, in which humans seemingly dominated the space and created order, system and control in a natural environment by creating paved paths, structures and fences.
INSPIRATION Keeping these impressions and the feeling of spreepark in mind, we wanted to come up with something contemporary, however also keeping an essence of the old. We liked the aspect of mystery and adventure. Exploring the space was a fun experience as every turn yielded something new and unexpected and we wanted future visitors to get the same feeling. Our main goal was to create a branding and wayfinding system incorporating these aspects. It was suppposed to be chaotic so it gave the visitor the choice to explore at their own pace, however controlled enough so it actually functions as a wayfinding system, leading the way and giving directions. The main idea was not to obscure the view onto the rides and the park itself, while keeping the viewers engaged with our designs. We drew our main inspiration from pipes, scattered across the city of Berlin, appearing at building sites. They are visually striking, as they are large and brightly coloured, often suspended above streets, following walkways and constantly changing positions in spaces, while indirectly interacting with their environment.
LOGO & TYPE
LOGO & TYPE The logo and typography are based on the wayfinding system, creating a visual language connecting to the wires which would be scattered across the park. The logo itself is held as a simple S made out of 3 lines, and the word itself becomes progressively more complex, making the lines intertwine and question the boundaries of 2-dimensional typography in terms of legibility and perspectives. Just like the physical wires, the typography seems chaotic at first, however it follows a particular system and organizational concept. The typography shows a certain level of playfulness as well as complexity. Its usage is versatile and striking, being immediately recognizable no matter its appearance or surroundings. The mockups show possible applications for signage around the park, as well as merchandise beyond the park. The poster mockups showcase a potential marketing visual language.
OPENING SUMMMER 2019
CUSTOM TY
YPEFACE
WAYFINDING S
SYSTEM
WAYFINDING SYSTEM The wayfinding system consists of lines and icons which represent the different rides from the park. The lines would be made out of small pipes or wires which accompany the visitors and lead them in the direction of the different rides. These wires would alternatively go underground and come back out in different places, so as not to obscure the park and scenery too much. They are supposed to work as hints, more so than linear paths, allowing the visitor to explore and get lost along the way. The wires would create the icons as a 3-dimensional sculpture, which can be seen as a flat image if looked at from a certain angle. The wires are color-coded according to the colors of the rides and can be seen from further distances. These wires would be made out of aluminum, with a diameter of 8cm. They would resemble the pipes found around construction sites around the city, however, would be feasible in maintenance effort. The wayfinding would be subtle and chaotic yet somewhat organized at the same time. All the pipes would intersect at a certain point, creating one large sculpture. All the icons are made out of one line and therefore dynamic, interactive and easy to replace or add. The images show how we would incorporate control and chaos into the park. The map shows suggested routes, which lead the visitor to any ride from any point in the park.
RENDERINGS These 3D renders are a visualisation of how the wires would look like. From a certain angle they create the icon of the ride and from every other perspective they change shape and distort in order to create interesting structures for the viewer to interact with.
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