On Branding Domes
We’ve known for a long time that our domes capture attention. The shapes and contours deliver a unique experience. When thinking about that in terms of domes plus branded elements, how much is enough and how much is too much?
Just because we can do bigger or brighter or louder or anything to make it stand out more, doesn’t mean we should. In a media saturated world, increasing the frequency, makes it easier to classify stimulus as advertisement, generally blocking it from entering consumers attention. By making a stimulus “more noticeable,” you actually make it less noticeable.
What we seek to create are environments where branding and experience are seamless. The audience doesn’t easily fit the experience neatly into preconceived categories. This disruption produces higher rates of recall.
Which brings up the double-edged sword of social media. The better your are at creating inclusive, human delighting, spaces, the more apt for people to want to selfie memorialize it. A great experience pulls people out of their handhelds. Even if only for long enough to realize a perfect photo op!
How branding and logos get used best in conjunction with our system loosely fall into a couple of categories:
1) The big logo ”see me from afar” beacon approach. Think brand logo or sports mascot.
2) The gang of step and repeat. A gaggle of sponsors that need to photobomb every shot.
3) The immersive experience (the social media flash point). Unique experiential design meant to engage the audience.
Every project is a new learning experience for us. Weaving the line between brand, experience, architecture, will always reveal different faces.