Transfer by

A new concept within an editorial environment

An architect and professor at ETH Zürich and Harvard University’s Graduate School of Design has become one of our most established clients over the past few years. Dr. Josep Lluis Mateo, entrusted us to design the publication which constitutes all the final outcomes of the course he directs in ETH Zürich as well as Panta Rhei a catalogue of the exhibition with the same name which addresses various aspects of the recent work of his architecture firm. 

Mateo was also the editor-in-chief and the driving engine for the magazine Quaderns (d’Arquitectura i Urbanisme) from 1981 to 1990. Together with Ramón Prat they created the cutting-edge and multiple laureate publication focusing on classicism in modern architecture and the driving ideas behind. From the idea of Quaderns, he contacted us in order to start a new editorial project, but this time applied to the digital era. The structure and language of Eldorado was the crucial point for deciding upon this direction. Inspired by its chapter based structure and approach towards transmedia content, Mateo entrusted us to create a new concept for an editorial platform for contemporary thought and practice in Architecture.

Connecting points, transferring ideas

We flew over to the architectural capital Zürich with the aim to create and plant ideas for this project. Since there was no brief the meeting with the influential group of partners, together creating the team of Transfer, was more of a conversation. Putting our heads together, with their ideas and knowledge of architecture combined with our experience with editorial expressions, the concept behind Transfer took shape. The idea behind Transfer was to connect the points and share the philosophies from diverse architectural personalities and groups. Transverse thinking and multiple points of view are key for reaching beyond established concepts. Through local conditions with global attitudes the aim was to understand and transfer the ideas of Architecture as a personal practice and construct a global culture that is fragmented and collective. We wanted to create an influential brand and translate the print language based on issue publications into digital media. With print in the back of our heads, Transfer turned into a concept that would be the beginning of a new way of creating both content and digital design.

A flexible identity

Behind the visual identity lies a strong conceptualisation based upon the meaning of transfer. A complex idea translated into a pure, simple and flexible visual identity with solid recognition across different media and optimised for devices. Avenir® Next was designed by Adrian Frutiger in collaboration with Akira Kobayashi. The geometric typeface, inspired by Futura, has the immortality, coherence and readability that was required for its purpose. The dash is flexible and liquid to reflect the values of transverse thinking and can be applied across different media and devices.

Creating personality through the use of type

We wanted to create an identity for each section by combining the typefaces in different ways. The typography takes a central role and works together with images within the framework. Due to the diverse material and the mood in images, it was crucial to unify the content through the strong use of type. Giving the sections personality and its own expression not only to ease the navigation but also to create an interesting flow in the editorial feed. Serif Freight typeface by Joshua Darden, a serif typeface with a wide range and accords is used for both text and titles. Two sans serif typefaces are used in order to create charisma, to the multilayered platform. Paralucent creates personality in titles through fundamental yet charming shapes while Avenir stands for the clarity and coherence throughout the whole website.

Finding depth in multifaceted sections

Monograph, works as an online magazine with thematic articles, all gathered under one common topic. Monograph Issue 01 circulates around Desert. The articles are sub categorised under ‘Profile’ ‘Idea’ and ‘Found Paper’. ‘Profile’ encircles one peculiar architect, his work, processes and conditions within the themed environment of the issue. Literate thoughts and philosophical approaches are treated in the articles under ‘Ideas’ while the ‘Found Paper’ addresses the archives.

Counterpoint is the complementing and contrasting section within Monograph. Specified by the opposite, in this case the contrary to Desert, this section reports on architectural movements within the city. Under the ‘Works’ section we can read and take part of a specific work from an architect or firm from early sketches and development to the finished project. One architect about another architect is the key behind the section ‘Materiality’. The collection of relevant construction details in the history of architecture is treating the thinking process and choices of the chosen architect. The last section highlights a selection of relevant global news.

A smooth development

Besides the use of typography, the visual material had to be highlighted. Floor plans, technical drawings, inspirational images and architectural photography requires space for the highest visual impact in details and mood. Through full screen images and well proportioned slideshows the visual material does itself justice. In the otherwise monochrome platform, one keycolour is used for highlighting and adding personality. The dark orange has its roots in nature, the intensity of earth and the hue of raw materials. Developed with Andreu Llos the platform has number of fine details. A smooth loading animation for text and images is present throughout the whole platform and a clear menu guides the user through the multifaceted website.