BRANDING FOR SAN FRANCISCO
DESIGN WEEK IDENTITY
LANDSCAPE
thisislandscape.com
Design studio Landscape has created a new
identity for the June 2020 San Francisco
Design Week (SFDW). It came up with the
theme, Intentional Distortions, and the
new look aligns with this by challenging
what’s familiar to us, our collective inherent
(possibly unconscious) biases and our
concepts of reality. This was achieved through
an unusual approach to photography, using
imagery of familiar subjects around current
events, culture, design and places, but
then reworking them to create unexpected
outcomes. “Sometimes, bending reality is
necessary to reveal new ideas,” says Adam
Weiss, founder and executive creative
director at Landscape.
According to Landscape, one of the
primary considerations was ensuring that
the identity would work as a representation
of the multiple disciplines that SFDW
encompasses, including graphic, industrial,
service, product, architectural design
and more. “It also needed to be distinctive
enough to work across multiple touchpoints,”
says Adam. “Crucially, it had to pose questions
rather than answers – acting as a catalyst
for dialogue.”
SHOWCASE