Just as the construction of a state of the art arena and convention centre commenced on the Liverpool waterfront, Imagination was commissioned to start building the foundations of the brand.
This project anticipated the launch of the venue in 2008, when Liverpool becomes European Capital of Culture. However, it was driven by the immediate need to define a brand, develop a graphic identity and then design the wayfinding for the entire site.
We developed a name, vision, mission, core values and proposition to reflect the dual role of the new facility: firstly, as a commercial entity attracting international visitors to the city; secondly, as an important contributor to the life and prosperity of its local community.
The logo, consisting of a symbol and logotype, takes its inspiration from the iconic shape of the building, which comprises two conjoined structures. The expressive colours and curves of the symbol evoke the vitality of the pop culture associated with Liverpool.
Thereafter, we designed a unique family of signs (over 900 in all) which communicate with clarity and consistency while complementing the architecture and interior design of the building.
The wayfinding strategy represented a particular challenge as it had to be undertaken with only architectural plans as reference. Within the venue, signage has been produced for junctions, entrances and exits; externally, it brands the surrounding public spaces, including a square and waterfront.
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