Description:

Conveniently located in Canberra’s inner south, Forma is a proposed purpose-built techhub for like-minded businesses. Its raw industrial features, shared amenities and an atrium roof structure inspired by the formation of birds flocking together. The client approached Inklab seeking to attract and sign a diverse range of long-term tenants, from startups to established corporations, by emphasising the community and collaboration offered by the commercial precinct. The opportunity was to name and create a strong visual identity for a unique brand – the first of its kind in the market.

The solution is an impactful identity led by the short and memorable name Forma that supports the brand’s values and aspirations. The brand’s wordmark is made up of various shapes and objects gathered together in formation. The custom letterforms are inspired by digital messaging, with rounded text boxes as cues to the back-and-forth in conversation and collaboration that the precinct inspires. The colour palette combines vibrant yellows with more subdued tones for a modern and visually distinct appearance that reflects the disruptive nature of the industry. Playful layouts divide copy between clusters of oval shapes in a novel typographic approach that references digital gestures like tags and buttons. The flexibility of the identity supports varied applications, from signage to social media assets.