Anamorphic Logos

To avoid permanent spatial logos that dominate and frame the space with simple three-dimensional extrusion, the logo was translated through anamorphosis: The shape is transformed into an abstract architectural structure that is legible only from one vantage point. These logo sculptures integrate three media installations that offer different approaches to the brand for the visitor.

In the first installation, visitors can navigate through information on the bank’s history and current affairs on a touch-sensitive surface. When visitors enter the second installation they are detected by a 3D camera tracking system and their silhouettes are imaged in the projection on the wall. With their movements they trigger the display of statistical facts about Deutsche Bank.

The third installation takes a purely associative and aesthetic approach to translate the brand values of passion and precision into space. The logo becomes a kinetic sculpture with its central, diagonal part sliced up into 48 triangles. The triangles move in a complex choreography of flowing 3D structures that appear to hover in the air. In addition the surface of the triangles is animated by a layer of projected video textures in some sequences.

A fourth installation at the end of the stairway leading up to the BrandSpace is also based on the principle of anamorphosis. It consists of a faceted mirror and blue light projected onto the opposite wall. Visitors walking up the stairs at first only see the seemingly chaotic blue light reflections. But as they get closer, gradually the blue reflections arrange, ultimately becoming the bank’s logo.

The BrandSpace is a joint project of ART+COM and Coordination, Berlin.