OSLO S UTVIKLING, DNB EIENDOM, KLP EIENDOM, BRAATHEN EIENDOM
Product/Service
BARCODE
Category
A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant
ANTI Oslo, NORWAY
Idea Creation
ANTI Oslo, NORWAY
Production
ANTI Oslo, NORWAY
Credits
Name
Company
Position
Mats Ottdal
ANTI
Associate Creative Director
Kjetil Wold
ANTI
Chief Creative Officer
Morten Johansen
ANTI
Designer
Marthe Fagerli
ANTI
Account Manager
Per Kristian Voss Halvorsen
ANTI
Creative Director
Sondre Røe
ANTI
Art Director
Emil Hafslund
ANTI
Copywriter
Jason Kinsella
ANTI
Creative
Endre Berentzen
ANTI
Executive Creative Director
The Campaign
What we created is more than a logo; we developed a system. A system that is the simplest visual representation of the well-known skyline while functioning as a flexible communication tool on all surfaces of the Barcode. The system allows us to literally fill the spaces between the architecture with meaningful experiences as well as being a tool of communication, a placeholder for signage and imagery or seamlessly incorporated into furniture designs and installations. It even translates into unique audio files - to be used for phone calls, doorbells and elevators.
Creative Execution
The lines in the Barcode logo directly correlates to the floor heights for the first six buildings in the Barcode line, developed after receiving detailed information from the architects. When using different wording in the logo system, we can easily communicate relevant content such as restaurants, special events, different experiences and products from Barcode. The line system is the base for all the flexibile solutions. When we are creating a campaign or an installation, the system allows us to replace the lines with objects with the same height refractions, always matching the real life proportions of the skyline.
Indication of how successful the outcome was in the market
To start, Barcode was just the name of Oslo's skyline. After the visual identity launched it became a brand. A brand that's instantly recognizable, that tells people about everything going on in the area, and that is part of Barcode's workers and residents everyday life. It also unifies Barcode as a must-visit for tourists from all corners of the world. The identity have already been getting international acclaim, and by acting and communication as a one-stop-destination rather than a collection of separate shops, stores, galleries, restaurants etc. – the area has a greater impact and gravitational force, fueling both interest, curiosity and actual, real life visits.
To comply with our client's need for a long term identity strategy, our Barcode simplicity system allows the brand to develop and grow over time. By utilizing the spaces between the lines in the logo, we can easily adapt messaging and imagery to cover all of the brand's communications needs, both right now and in the coming years. To further emphasize the concept of exploring and dialogue, we launched a design manual on Instagram - at @barcode_identity. The target group of the identity program is the people of Oslo; the ones that work and/or live in the area, local visitors as well as tourists from around the world.