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Logo & Visual Identity Design
A forward-thinking, modular design system for a visionary urban project
INTRODUCTION
What will our city look like in 2045 – if we rethink it from the ground up?
The Zukunftsperspektiven (Future Perspectives) project by the architecture firm Loomn dares to take this very look ahead. In collaboration with urban planners, photorealistic visions of sustainable German cities are created—tangible images of the future that make change more graspable. What began as a creative side project has evolved into a powerful, socially relevant initiative. That’s why it was time to turn it into a brand.
The visual identity needed to be more than just recognizable; it had to make a statement. The name Zukunftsperspektiven was taken literally. Initially, we experimented with creative interpretations of the word "perspectives." While this led to interesting results, they ultimately felt too obvious and predictable. Instead, the focus shifted to the core of the project: the future. What does the future look like in visual language? Openness, potential, and a mindset rooted in possibilities.
RESULT
We translated this idea into a logo that intentionally leaves space: white space as an invitation for ideas. The brand name becomes an open block that communicates both structure and lightness. In practice, this unit breaks apart and spreads across the four corners of a medium. An abstract reference to space, direction, and dynamism.
The design thrives on contrast: a deep British Racing Green symbolizes grounding and sustainability, while a bold violet introduces innovation and utopian thinking. A minimal square—the “pixel”—functions as a flexible brand pattern, a favicon, or an interface element. The typography remains understated yet conveys technical clarity and forward-thinking.
Today, Zukunftsperspektiven stands as an independent brand with clear recognition and strengthened visibility. It provides a flexible, modular stage for content and ideas and makes the project's ethos tangible in every application: structured, open, future-oriented. A brand that not only shows what’s possible but inspires us to think further.
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