The Logos from C-Roots part 3

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THE LOGOS FROM C-ROOTS PART 3



THE LOGOS FROM C-ROOTS PART 3


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THE LOGOS FROM C-ROOTS PART 3 There’s just no getting away from logos, they’re positively everywhere, from your shoes, your watch, your laptop, to your coffee cup. And they’re all screaming for attention, crying out to tell the story of the product, organisation or service they symbolise. They’re graphic identifiers designed to trigger emotions and tell stories, personal signatures with unique statements from the sender. It’s remarkable that on the one hand we develop as many logos as possible with qualities that make the sender special and identifiable, whilst on the other hand a host of values and associations are added to the mix by personal experiences, context and reputation. The world that lies behind a simple graphic image is simply amazing. We hope we can illustrate that with these logos that C-Roots has developed in recent years.


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AN INEXHAUSTIBLE SOURCE OF INSPIRATION AND CREATIVITY When we create a logo at C-Roots, it’s not the beginning, but the end of a process. During this process it must become clear who you really are as a company or organisation, what you want to be, what you do, why it matters and what makes you unique. Once these questions have been answered, you’ve got the ideal starting point to develop a logo that can work for you. It communicates how you want to be seen and what sets you apart from the competition. But more than anything, it conveys what you’re proud of, what you want to be seen wearing or build on the wall. The logo has become the symbol of corporate identity, it speaks from the core instead of being a convenient fence to hide behind. Bart-Jan Horrée


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CONTENT Hogeschool van Amsterdam Connect & Create Campus Creators

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Jackie Delgado 20 KOO 26 Herbst 32 Kosmos 38 Jonge Honden 44 Amsterdams Lyceum Centenary 50 Fontys Campus of the Future 56 Ymere Heesterveld 62 Maua Mazuri 68 Himmelblau 74 Golden oldie, VSB Fonds 80 The Roots of C-Roots 86


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HOGESCHOOL VAN AMSTERDAM CONNECT & CREATE The big event at the close of the academic year for students of the Communication and Creative Business degree courses. It’s their chance to display their work and present themselves to the business world with an audience of proud parents and family members.

CONNECT &CREATE CO&MIC

C-Roots created the visual identity for this annual event. And of course, with the characteristic Hogeschool van Amsterdam logo of triangles as an important connecting element within the corporate identity.

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CONNECT &CREATE CO&MIC

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CONNECT &CREATE CO&MIC

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04 JULI ´18

CONNECT &CREATE

CO&MIC

04 JULI ´18

CONNECT &CREATE

CO&MIC

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HOGESCHOOL VAN AMSTERDAM CAMPUS CREATORS C-Roots designed the visual identity for the HvA Campus Creators. The student work platform of the Hogeschool van Amsterdam. The student editorial staff produces new content for the website every day and provides live radio broadcasts for Salto, the local Amsterdam radio station.

The ultimate goal is that students build their own online portfolio, facilitating contact with potential employers.

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JACKIE DELGADO Our individual choices define who we are or who we want to be. Change and flexibility have become the fundamental premise. With everything in a constant state of flux, personal interest, development and lifelong learning are becoming increasingly important.

From the heart, open but firm and clear. These times call for surprising and unusual combinations to get people moving. These are just a few of the premises that are pivotal in Jackie Delgado Coaching & Workshops and thus typical of the characteristic visual identity of her agency.

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Jackie Delgado

Coaching & Workshops 06-123 456 7890 mail@jackiedelgado.com

Egelenburg 118, 1081 GK Amsterdam 030-2936468, jackiedelgado.com

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“Sometimes what you are most afraid of doing will set you free.”


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KOO This organisation for art education, based in The Hague, makes programmes and ongoing art education available to schools. It’s also a platform for a network of teachers who offer tuition and courses in the field of music, theatre, dance, visual arts and photography.

The organisation lives and breathes art, culture and education in a sustainable, inspiring way. C-Roots developed a new name for the organisation: KOO. The logo is both icon, logo and word image and very functional to use.

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MIRJAM ANGENENT PROJECTLEIDER THEATER 06 14 852 441 MIRJAM@KOO.NL

PRINSEGRACHT 27 2512 EW DEN HAAG 070 707 1722 INFO@KOO.NL WWW.KOO.NL

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Het gaat over vrijheid en het overbrengen van dagelijks leven. Iedereen kan het, want het gaat om de techniek! Ik geef B-Boying bij KOO. Ruben

koo.nl

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HERBST When it comes to learning to ski or ride a mountain bike, going on a tour with a guide or renting an e-bike, you want an expert. People who are skilled and committed. They’ll teach your children to ski as they would their own children.

They do what they were born to do, inspired from an early age by the mountains, nature and the love of sport. In the area where they grew up themselves. C-Roots was asked to develop a brand strategy and visual identity in which the various activities reinforce each other for the town of Lofer, in Austria. 33


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HERBST

SKI | BERG | BIKE SHOP

skischule-lofer.at

GEORG HERBST

Lofer 1a 5090 Austria Tel +436664 / 72462 office@skischule-lofer.at

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KOSMOS Kosmos has chalked up almost a century of publishing popular books for a large audience. Its publications embrace a broad social context. Kosmos is a name to be proud of - it’s concise, it has a beautiful typeface and not least because its literal meaning - the space where we live our lives - symbolises the role of the publisher so eloquently.

Exploring, enriching and discovering the unknown. The logo consists of the two ‘o’s of the word ‘Kosmos’. They represent the inner circle, the relationship with the authors and readers. The outer space stands for everything that can be new and discovered.

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Herculesplein 96 3584 AA Utrecht Postbus 13288 3507 LG Utrecht www.kosmosuitgevers.nl

KOSMOS UITGEVERS


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ZORG DAT JE GEHOORD EN GEZIEN WORDT, OVERTUIG MET EEN AANSTEKELIJK ENTHOUSIASME

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JONGE HONDEN A junior ‘consultancy’ firm, manned by a team of ambitious young academics who work for companies on a project-by-project basis. It goes without saying that the Jonge Honden aren’t just academics, they’re also thinkers, doers, researchers, project managers, organisational talents and communication specialists.

But what makes them special is that they’re young and eager, on the threshold of their careers, raised in a time of change and innovation. There is a natural fusion of specialisms with skills that are needed right now and they are masters at ‘getting the ball rolling’.

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Lisanne Beijk Ambitieus | Creatief | Kritisch 06-26480999 lisanne@jongehonden.com

Jonge Honden Gildstraat 91a, 3572 EL Utrecht Postbus 13131, 3507 LC Utrecht 030-2936468 jongehonden.com

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VERANDEREN KAN ALLEEN ALS JE VRAGEN STELT EN SOMS ZIET EEN ‘NIEUWKOMER’ DE DINGEN NET WAT SCHERPER.

WIJ ZIEN DE LAATSTE TRENDS, MAATSCHAPPELIJKE ISSUES EN THEMA’S VANUIT ONS PERSPECTIEF.

VOOR VEEL LASTIGE PROBLEMEN ZIJN GEEN STANDAARD­ OPLOSSINGEN, DAAR ZIJN VERRASSENDE IDEËEN VOOR NODIG.

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AMSTERDAMS LYCEUM CENTENARY For a big party in the Stadsschouwburg theatre to celebrate The Amsterdams Lyceum’s centenary, C-Roots designed the themed logo and the campaign around the event.

The classic school colours of blue, yellow, black and white were used. Colours to make many an old pupil or teacher dream back to bygone schooldays.

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‘HET CORPS, ROTARY CLUB, DE VRIJMETSELAARS­LOGE, KUNSTENAARS­ SOCIËTEITEN, DE INDUSTRIËLE CLUB, SPORT­CLUBS: ALLEMAAL NIET NODIG WANNEER JE ER OP HEBT GEZETEN; H.A.L. IS VOOR HET LEVEN’ ~ STEPHEN EMMER Componist/Artiest/Arrangeur #100jaarhetamsterdams

Bestel nu je kaarten, ga naar 100jaarhetamsterdams.nl 54


‘HET AMSTERDAMS LYCEUM IS EEN STEVIGE BASIS GEWEEST VOOR MIJ EN MIJN LOOPBAAN: DE VRIENDSCHAPPEN, DE CREATIVITEIT, WOLKENLAND EN DE LERAREN; ZIJ HEBBEN MIJ ZELFVERTROUWEN GEGEVEN’ ~ CATHELIJNE BROERS

Directeur De Nieuwe Kerk en Hermitage Amsterdam #100jaarhetamsterdams

Bestel nu je kaarten, ga naar 100jaarhetamsterdams.nl

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FONTYS CAMPUS OF THE FUTURE The campus of the future is literally and symbolically the place with no beginning and no end, one development stems from another, in one endless movement. Study, research, innovation and entrepreneurship are part of the cycle of education. The student not only acquires knowledge, but also passes it on to other students, as do

CIRCLE CITY CAMPUS the entrepreneurs and partners who are part of the campus culture. Physical spaces and landscaping interflow and comprise scalable flexible forms. But the energy-neutral footprint is also an aspect of the circular idea, the circular campus is the visualisation of circular thinking. C-Roots developed the concept for the campus of the future for Fontys. 57


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CIRCLE CITY CAMPUS

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Néla is een echt papa’s kind, al van jongs af aan trokken ze er samen op uit, deelden dezelfde interesses en moesten lachen om dezelfde humor. Hij was erbij toen ze 4 jaar geleden haar modulereeks mobiliteit voltooide op de Circle City Campus en was apetrots toen ze werd uitgenodigd door ASML om een Practice workspot te beginnen in Strijp-S naast een aantal andere Circle City Campus Hubs. Ze genoten altijd al samen van de sfeer op de campus, en ook toen ze er eigenlijk niets meer te zoeken had spraken ze er vaak af, gewoon om in de prachtige tuinen een fruitshake te drinken of om een inspiratiesessie te volgen over een onderwerp dat ze beiden aansprak. Zo ook vandaag, want er is om 13.00 een hologram presentatie van een bedrijf in Japan waarin het effect van gaming wordt getoond op de ontwikkeling van foodconcepten. En omdat ze allebei gek zijn op koken leek ze dat een leuk uitje, en natuurlijk gaan ze na afloop wat eten en een biertje drinken op de campus. Waarschijnlijk komen ze wel bekenden tegen want in Eindhoven is de Circle City Campus wel een ontmoetingsplaats waar veel mensen afspreken. Niet gek, want er is altijd wat te doen en het bruist van het enthousiasme van bevlogen mensen. Néla is benieuwd of ze straks ook met haar dochter hier komt en net zoveel lol heeft als zij met haar vader… mmm, maar goed dat duurt nog wel even. Rowel en Néla zijn nu 40 en 12 jaar. In 2030 zijn ze 52 en 24 en leven in Eindhoven.

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HEESTERVELD The Heesterveld complex by architect Frans van Gool is located in the HÂ neighbourhood of the Bijlmermeer in Amsterdam. It was built in 1982.

For Ymere housing corporation, C-Roots developed the vision of this special neighbourhood with the corresponding visual identity. The map of the various buildings viewed from above became the logo.

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URBAN STREET

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URBAN SKY

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MAUA MAZURI A state-of the-art Tissue Culture laboratory in Tanzania, where diseasefree plants are propagated in scientific, in vitro conditions. The yield of highquality plant material is a major boost to efficiency and productivity. The name Maua Mazuri means ‘beautiful flower’ in Swahili.

It refers to the Tanzanian roots and to the purpose of Maua Mazuri, with ‘beautiful’ in the broadest sense of the word. The visual style is technical, graphic and refined on the one hand and warm, human and natural on the other. A mix of Tanzanian and western European influences with an appealing tone of voice that is friendly, accessible and professional. 69


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MAUA MAZURI TISSUECULTURE CULTURE TANZANIA TISSUE TANZANIA

MONIQUE BROUWER PROJECT MANAGER +255 711938912

MITI MINGI NURSERIES LTD. PO BOX 764 MOSHI TANZANIA

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HIMMELBLAU ENABLER OF SOCIAL CHANGE Himmelblau guides and connects social organisations and funders to increase their social impact. You need bridge builders to connect companies with charities. And that is where is Himmelblau comes into its own.

They believe in the power of the symbiosis between companies and idealistic goals and combine this with the knowledge and practical experience in both worlds. Everything for the good cause, hence a bright and optimistic logo.

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Enabler of Social Change Veronika Uhl Social Impact Advisor veronika@himmelblau.nl Plantagekade 40 1018 ZV Amsterdam The Netherlands +31(0)20 4216214 himmelblau.nl

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GOLDEN OLDIE, VSB FONDS We don’t make a habit of showing the logos that don’t get past the drawing board. Although sometimes we just can’t resist the temptation because it could be one that we’re very proud of, but mainly because we thought it was such a great match with the organisation.

In 2012, we developed this corporate identity for the VSB fund in a competition; art and culture were the leading concept and the sparkles of our society.

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VSBfonds Newtonlaan 207, 3584 BH Utrecht Postbus 16, 3500 AA Utrecht www.vsbfonds.nl tel 030 - 230 33 19 fax 030 - 230 33 99

Petra van Aken Hoofd Communicatie 06 - 51 37 23 18 pvanaken@vsbfonds.nl


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THE ROOTS OF C-ROOTS Beautifully defined typography is often at the root of many logos and the Tri is a good example of that. Ad Werner designed the Tri back in 1978. His then assistant Bart-Jan HorrĂŠe drew the original version with a ruling pen, a trusty Rotring and erasing knife blade on chromecoat.

A few decades later, to honour the memory of Ad who died in 2017 at the age of 92, BJ created the digital version of the Tri with his agency, C-Roots.

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Portrait of Ad Werner was made by photographer Aatjan Renders as part of the series of booklets ‘Roots’.


Tri. Copyright Ad Werner 1979. Digitale versie C-Roots 2018


IDENTITY | STRATEGY | CREATIVITY © AMSTERDAM APRIL 2019 WWW.C-ROOTS.COM