Atelier Lukes acts as JPI Urban Europe’s Corporate Identity partner. In cooperation with additional parties involved in its visual presentation (e.g., illustrations, video’s, online presentation, etc), we uniformly found several inconveniences of usability of the original logotype.
The inconveniences relate specifically to the logotype’s disability to be used in small scales. In addition, difficulties emerge when the logotype is placed over any kind of background. Also its colours do not resonate well with the company’s tone of voice and are incomplete in terms of sub-colours.
Therefore, early in 2015, the idea of a corporate re-branding transpired. This turned out to be a larger project that, due to its very narrow deadline, required all marketing materials to be completed in 2015. Together with the management board, we decided not to pursue an entire new brand identity, but for a couple of adjustment within the existing one.
PI Urban Europe is a joint programming initiative. Through JPIUrban Europe, member countries can generate European solutions by means of coordinated research. The aim is to create attractive, sustainable and economically viable urban areas, in which European citizens, communities and their surroundings can thrive. JPI Urban Europe aims to coordinate research and make better use of Europe’s public funds in order to:
- Transform urban areas to centres of innovation and technology
- Realise eco-friendly and intelligent intra- and interurban transport and logistic systems
- Ensure social cohesion and integration
- Reduce the ecological footprint and enhance climate neutrality
This initiative currently has 12 European members and 8