Graphic concept for a renovated shopping arcade — P7, 5-7 and 20-23, 68161 Mannheim, Germany — 2021 — Aachener Grundvermögen Kapitalverwaltungsgesellschaft mbH
New elegance
The ÖVA Arcade in downtown Mannheim needed to be imbued with new elegance, the charm of the 1950s restored. This was the goal of the elaborate and careful conversion work the architects undertook. In line with the holistic, transdisciplinary approach, a graphic concept rounded out the new corporate image of the venerable arcade.
In close cooperation with the capital management company Aachener Grundvermögen, the communications specialists developed a new advertising concept to replace the entrance signs at the main entrances to the Passage. The basic tenor of the design idea: to carefully transfer the color and feel of the passage's original, calm aesthetics into a modern design. The result is a system derived from the formal language of the listed building. The vertical aesthetics of the building's windows and their anthracite and brass color scheme are cited. The newly developed logo combines an emotional filigree with a rationally mathematical typeface, reminiscent of typographies from the 1950s.
