Corporate culture and visual identity through color and meaning
We measure the world through sensory experience, why not do the same with the spaces we design? Design is no longer about spaces looking beautiful and certainly comfortable, but rather about pursuing authenticity in the architectural experience.
Of the five senses, what is perceived by sight is perhaps not the one we remember the most, but it is true that things enter through sight, and it is there where color comes into play. It is the mixture of color, together with the use of light, volume and materials that allow the design to transcend the eye and awaken other senses to make a brilliant product. There is talk of a ‘sensorial architecture’, where attention to quality and detail ignite the other senses.
Like a score, architecture conveys visual harmony and should not be out of tune: each note is carefully chosen and offers coherence in the design of spaces. In retail or restoration, the choice of color and textures approximate, thematize spaces and are key pieces to convey a message of coherence to the consumer in their shopping experience.
Furthermore, and like the musical composition, the architecture explains a history, the values and the journey of the company, creates a unique corporate identity and generates an association in the construction of the spaces. Like a masterpiece, it is open to creativity and you don’t have to be afraid to shape it.
In our new GrupIdea and Abessis offices in Valencia, the versatility of design and the versatility of spaces prevail, a bet where to hold more informal meetings, share experiences and knowledge. It is a modern place that, on the other hand, has natural materials and friendly colors that identify with the company culture.
The colors of the natural material, such as the exposed work or the electrical installations and air conditioning themselves, contrast with ceilings painted in corporate black or a continuous white false ceiling in the central areas. In a way, color and materials order the space.
In fact, the latest color trends in design pursue this need for reconnection, order, and authenticity. At Cenfim‘s first #trendsCLUB meeting in 2020, pantone blue was shown as the color of the year that conveys the desire to reduce our consumption and achieve clarity in it. Other trends are colors that transfer to a more tribal and primitive aspect, “new folk language, which draws on craftsmanship” or a third bet with “nostalgic, retro-futuristic airs and which are recreated in fantasy”.
As a well-known song by Tontxo says, “we are made of colors”.
