When Branding Becomes Architecture

Stop Adding Branding. Start Integrating It.

Most brands exist within a space. But at Quad Cinema, the brand and the space are seamlessly blended. From the moment you approach the building, the design principles of the QUAD name define everything.

The logo is more than just custom typography; it's an architectural statement. The illuminated canopy instantly demonstrates this concept. It isn't an afterthought; it extends from the outside of the building to being repeated on the inside, successfully threading the whole identity through every part of the experience.

Step inside, and the details keep reinforcing the brand. The wayfinding system is fabricated in modular squares, mirroring the logo’s geometry, and the screens ditch traditional numbering systems which are instead named after QUAD's letters.

This brand integration is taken even further, with each screen's lighting continuing in the shape of the respective letter. Even the floor tiles in the bar area carry the identity; the brand is truly embedded into every surface possible.

Sometimes, branding can feel like it's only been added to a space. This isn't the case here; branding shapes the space at Quad Cinema. Each decision is intentional, and everything, from lighting to signage to materiality, works together to create a seamless, immersive experience.

Pentagram has done more than successfully design signage and environmental graphics for a cinema. They've delivered a masterclass in brand cohesion, where signage, branding, and architecture don't compete with each other; they reinforce each other.

The result? A space that isn't just functional or aesthetically pleasing; it's unforgettable.

You can explore this project in more depth here.

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