Liebling Haus
White City Center for Bauhaus Heritage, Tel Aviv
Branding & Visual Identity
Logo Design
Strategy
Wayfinding
App Design
A way of living
These are the opening lines of the strategic paper we wrote for Liebling Haus, White City Center:
“
The Physical entity, the building itself, should be looked-at through the lens of functionality, through the motive and ambition that that were laid at its foundation.
We sleep inside certain rooms and eat in others (some combine the two and eat in bed). We find shelter from the rain or (more preferably in Tel Aviv) the sun. We play and read books in a building, leave it for work or for a vacation. Some of the time we love in it, other times we hate in it. We share joy and happiness and sadness and boredom in it. Sometimes we’re locked or trapped in it, or even escape from it.
That is the meaning of a building. That’s A House.
Through this perspective, we branded and designed the Liebling Haus.
More than a shelter
For the logo we designed a strong symbol that combines the local and the international.
We focused on an architectural feature that is unique to our region, the wrap-around balcony. In contrast to the big transparent windows that suit the cold German climate, the architects in Tel-Aviv built deep balconies to create breeze and shade against the harsh Levantine sun, casting strong, high contrast shadows on the building.
We stripped any other element from the facade and left only three horizontal lines. Thus tapping into the core principle of the Bauhaus style - form follows function.
To accompany the symbol, we crafted an alphabetic system that echos the forms and shapes of the symbol, and other Bauhaus characteristics. The result - a one of a kind wordmark, unique to the brand.
