Deutsche Bank The BrandSpace – Anamorphic Logos

Frankfurt, Germany

Photo © diephotodesigner.de | Deutsche Bank | ART+COM AG

Interior Designers: COORDINATION Berlin

Location: Frankfurt, Germany
Year: 2011
Client: Deutsche Bank AG
Team: Jochen Gringmuth (Entwurf), Constanze Bürkner (Entwurf), Katrin Weiß-Höppeler (Team), David Musrie (Team), Jeannette Riedel (Team), Dave Bynoe (Team), Jan Stauf (Team), Sabine Melis (Team), Mendel Heit (Team), Tilman Thürmer (Entwurf)
Project Partner: ART + COM AG

In the redesigned Deutsche Bank headquarters in Frankfurt am Main, the BrandSpace provides insight into the bank’s past and present, business areas and brand philosophy. The Deutsche Bank Logo by Anton Stankowski serves as the starting point for the spatial design and is now translated into a three-dimensional narrative space.

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

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.

The BrandSpace is a joint project of COORDINATION and ART+COM and has been honored numerous times, among these being the Lion Gold and Lion Silver Cannes, Red Dot Design Award, ADC New York Gold and Iconic Awards Interior Best of Best.