Designing the Umbilico brand
We always had an idea of what we wanted Umbilico to be. So before we approached architects and marketing groups to pitch for the job we created an “Ideas” document to give them an indication of what we had in mind. This document was literally brainstorming via PDF, it was filled with images of design we loved including fit-outs, art and lights (lots of lights!), words we felt embodied the possibilities of the space, quotes that inspired us and a purpose statement that has constantly evolved, just like the project has.
When we spoke with Newgroup Marketing, it became clear very quickly that they had a passion and enthusiasm for the project that excited us. Tasked with designing the Umbilico brand, their first port of call was the logo. The team came up with something that on the surface looks very simple, but in reality is anything but.
“We wanted to encapsulate the idea of a welcoming space for the whole community, through a unique brand image that represents creative movement and dynamism. This concept was kept in mind when developing the logo, which ended up having many dimensions,” Katie Rorison Newgroup’s Communications Coordinator explains, “some of these are how the logo can be seen as two hands coming together signifying either a personal connection or two people supporting each other. In another instance, the wavy line through the ‘U’ is representative of the life giving umbilical cord, symbolising the ability of physical activity and community to bring people to life. On a more pragmatic level, the logo can represent the rope that aerialists use and further symbolises support and safety.”
Similarly, the Umbilico type mark pays specific attention to the last two letters of its name “co”. This places emphasis on Umbilico’s focus on community and the ongoing theme of connection.
Much like the space itself, the approach to the website was simple and clean. Personal touches include photography by Shirin Town, who has also documented the construction of the space and the site’s iconography comes to you all the way from Rome, Italy, having been done by Giordy’s close family friend Sara Contardi. Her contribution while subtle, epitomises the personal touch that we hope Umbilico will become known for.