for Art & Design
Branding | Identity
ELL is a flex use platform for the arts, design and culture, supported by local business and institutions in the Bay Area. It is a forum for dialogue, a test site for exhibition, and a work space to investigate social engagement and the creative process. ELL also provides the unique quality of an intimate storefront, completely removed from the sometimes over-stimulation of co-working spaces and sterility of corporate environments.
The concept that drove part of the branding for ELL’s inspiration was an old unit of measurement which is approximately the length of a man’s arm from the elbow (in this case, the bend or bow of the ell or arm) to the tip of the middle finger—or about 18 in. From this also came the challenge of making a unique mark that would illustrate the “flex-use” aspect of the space—which is why the idea of the revolving door floor plan design was combined into the logo as part of the symbol.
Credit: F. Jason Campbell (diagrams/photography)