Drawing on the luxurious and prestigious attributes of the venue, Namogo proposed a lettermark for Congress Hall, designing the brand symbol as a royal seal. The C letter was crafted so as to depict an accolade, while doubling it suggests the array of events the company holds. This design artifice made room for the H letter, which intertwined with the two Cs suggests connectivity. A royal seal wouldn’t have sufficed for brand recognition and recall, which is why an accompanying wordmark set in an all-caps, bold typeface was employed. After designing the logo, we established a clear-cut visual language platform.

 

We visualized photo shooting concepts to depict each benefit, reworked the photography fitting to the brand’s visual language system and ultimately tied everything together in brand collaterals: billboards, city lights, brochures, exhibition stand.

 

The long term goal of the management team is turning Congress Hall into a stand-alone entity and slowly distancing the brand from Palas Iasi. The first step was already achieved by a new brand identity for Congress Hall. The second step was moving the brand’s online presence from a single page on the parent brand to a dedicated domain.