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The architect Joachim Jürke describes what he does an “architecture of understanding”. It is characterized by intensive analysis of the topographical and urban context. Jürke focuses on existing structures and finds architectural solutions that are at times unexpected and only make sense on closer inspection.
The new corporate design was to express this special quality of “understanding” in Jürke’s architecture.
The visual language refers to the idea of “understanding” architecture with the interaction of the colors grey, black and white. Grey is the color of the existing state, while black symbolizes the architectural concept whose form is defined by the content – in turn denoted by white. This creates a graphic concept consisting of black bars and spaces with various functions: they show contours and suggest a meaning that is not immediately obvious. The latter always appears in white lettering, so the contrast between black and white corresponds to the duality of form and essence, and taken together they once again result in grey.