The Bank Ultra Lounge
In fall of September 2005, I was contacted about working with a local entertainment industry company about designing a branding scheme for a new lounge/nightclub they were opening up in downtown Edmonton, AB. The owners were designing the club to appeal to an older, wealthier crowd who treated the clubs they go to as an extension of their personality and lifestyle. The project involved designing a logo for the club, all print collateral from launch through the first six months of business, as well as designing/developing a website on MediaShaker’s Shout content management system.
The logo utilized LettError’s Federal font, currently the most accurate representation of the American bill’s typeface, to provide a subconscious indication of money. The thick, bold characters of Federal were then contrasted by the heavily kerned, lowercase tagline composed in Univers Ultra Thin Condensed. The typography was supplemented by the development of a secondary branding mark, a dollar sign enclosed in a thickly outlined circle, integrated into the logo as well as much of the club’s branding collateral. Finally, the brown utilized throughout the club’s interior design was carried through to all print and interactive collateral.
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