Based in London’s Kings Cross, the space bills itself as the ‘cultural pulse’ of the area, hosting comedy, festivals, music performances and talks. To create its new identity, Studio Sutherl& delved into the “energy and variety” of its events. Working together with software engineer and digital artist Joe Pochciol, the studio built SoundWaveMachine – software that can analyse audio files and then generate new logos based on them.
Part of the aim of this approach was to bring together Kings Place’s sub brands, and the sound waves give each of these a common visual identity that still allows for some individuality.
Now, the branding for each event follows the same typeface – Champion Middleweight – but adopts its own unique pattern, based on music or sound from the performance.