Revolutionising the way footbridges are built

We joined the team as the initial prototype was being built. The priority for this project was for the identity to be understood and appreciated by a diverse audience; from potential buyers in the infrastructure sector to grassroot communities in the upcoming sites. Our approach started with online, interactive workshops to enable the team to discuss the personality of the bridge’s brand should be. Through this process we got an understanding of the brands intentions and values which led to our strategic themes: function, impact and attitude.

Process

We explored naming opportunities whilst testing visual concepts for the project that would suit the modest and to-the-point tone of the brand. As well as this we wanted the branding to reflect the bridge’s physical and social values. The result was AVA: The Adaptable Bridge.

The logo is made up of multi-faceted three-dimensional forms that are inspired by AVA’s folded steel panels and is brought to life through animation. The faces of the logo reflect and absorb the monotone palette which supports the understated tone of the identity. Flat backgrounds and sharp contrasting lines provide neutral and spacious backgrounds for the logo to unfold. The identity is continuing to give the project a strong online presence through its website and social media channels, resulting in engagement from the best in the engineering and infrastructure industries.