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A typographic journey

A typographic journey

Since its formation in 1965, Gensler has earned itself an enviable reputation as a leading global design agency and now, with the assistance of Cobal Signs, the multidisciplinary design practice has transformedthe client meeting rooms and a reception area within its European headquarters in Aldgate, London.

The arresting design features full-height, three-dimensional lettering and digitally printed manifestations, which help to reinforce the company’s corporate identity and reflect the client services that it offers.

Having previously worked with Cobal Signs on the rolling refurbishment of one of the world’s leading investment banks in Fleet Street, Genslerduly invited the Newbury-based signmakerto help it to realise the decorative vision it had created for its own premises.

In the first instance, Cobal Signs produced initial samples and mock-ups for Gensler to approve, before producing the signage, which comprised full-height lettering, depicting each of Gensler’s disciplines, crafted from pre-formed and lacquered MDF. In addition, digitally printed manifestations were also used to decorate the reception area and meeting rooms, with each word being individually to echo the five core disciplines of Gensler’soperation, which covers architecture, interior, design, planning and consulting.

In addition to the large scale manifestations, small type quotes, from various creative luminaries, were also peppered around the larger wall graphics to provide further chance engagements with the text.

The end result is a  ‘typographic journey’ that begins in the lift lobby and flows into the reception area and down through to the conference and meeting room walkways.

Commenting on the project, Shuma Talbot, Senior Graphic Designer for Genslersaid: “We wanted to create a visual impact in our space through the provision of bespoke typography and materials, while also creating a sense of intrigue that tempts tbothvisitors and staff  tofollow the letters and read the messages that they deliver. Although the letters are large, their colour and method of application blends harmoniously with the surrounding environment and when viewed collectively, the final effect is very subtle, combining white on white, with red highlights  and ranging  from vinyl applications on glass, to three-dimensional panels applied to walls.”

Tony Wilks, Senior Associate and Gensler’s Graphics and Branding practice area leader added: “We’ve already had some very positive feedback. Fortunately, Cobal Signs completely understood the environmental and architectural considerations of the project and we look forward to working with them again soon.”


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