A new monogram and brand identity for Auckland's premier waterfront precinct.
The Viaduct Harbour is Tāmaki Makaurau's radiant waterfront precinct - looking out across Waitematā Harbour toward Devonport and Rangitoto Island. Home to some of Aotearoa's finest dining, the hospitality precinct offers a unique meeting place to share conversation and kai. With an offering ranging from large events to more casual and intimate dinners, Viaduct Harbour's new brand reflects their progressive style, expression and character through editorial campaigns and stunning imagery.
Viaduct Harbour's new monogram is designed to be deconstructed; acting as a framing device for image and type. The meeting point of the two letterforms creates a mirrored swash, representative of the movement of wind and water - two distinct natural elements of the Viaduct Harbour. The wider identity system plays off this visual metaphor - moving elements from left to right to create a fluid and temporal feel. Gerstner Programm allows Viaduct Harbour to communicate with clarity and confidence. In combination with Lab Antiqua, the two typefaces create a beautiful juxtaposition of classical and contemporary cues to create a rich editorial aesthetic that echoes the balance between the natural elements of the ocean and the physical architecture of the viaduct.
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