contact maria lorena lehman

send your message

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form

spECIAL MASTERCLASS: Design concept formulation

AHA MOMENTS, GUARANTEED.

Join Now to learn my HPA Design Formula to improve your architectural design concept formulations. This formula will help bring your mindset, skillset, and project design results to new heights. Plus, get the Design Insight Digest, FREE.

CLICK HERE TO JOIN NOW

What “Logorama” Has to do with Your Architectural Design Intent (Video)

By Maria Lorena Lehman — Get more articles like this sent to your email HERE.

Image Credit: © laurenatclemson | Flickr

If by chance you watched the 2010 Academy Awards you may have noticed that the “Animated Short” category was won by the film called Logorama, directed by the French animation collective H5. This interesting film, like so many others, has actually proven to be a bit controversial. But I do think one thing remains clear — so many of our environments are “branded” in many ways and at many levels.

In Logorama, the entire animated environment is made up of logos, brands and slogans to depict an entire world with much of the complexity of ours. To give you a better idea of what I’m talking about…the following is a short trailer to give you a quick glimpse at the world of branding which Logorama creates:

 

What Logorama Will Help You to Ask Yourself

From an architectural point of view, this animated short film brings up some old and new questions regarding architecture, “signage” and branding — whether it be stylistic branding or more additive branding. For instance, how might your building be perceived, after all of the hard work you put into designing it, when a well-known “brand” it added to your building by way of signage, corporate cultural identity or even by its proximity to another built form with a strong “branded” identity?

The latter are some interesting questions, but first, you may need to ask this — Is branding and architecture really a bad combination? I mean, to some extent everything might be “branded” — as if branding is inherently woven into all designs in our built environment. Is perhaps “branding” something that we humans do as we perceive objects, places, people and so on? If so, is there such a thing as good branding or bad branding? And how do you know the difference?

All of these questions lead me to ask whether the final “branding” on a building overshadows the original design intent. After all, don’t architectural features that you integrate into your designs, even though they are not necessarily a “logo”, become brands which encapsulate or stick with your occupants experience of your building? So then I must ask, does branding go hand in hand with what makes a built form and its experience memorable? And where is that fine line which divides more overt branding from more subtle impression?

I think Logorama is a very intriguing short film in that it makes us confront one way in which we have labeled, and furthermore interpreted, the things and experiences which make up the world in which we live. And since architecture plays a major role in the development and follow-through of that built environment, you as an architect, should be well-aware of how your building gets “branded”, both intentionally and by chance.

You should ask questions like: Who will have the majority of say in how my building gets branded? What will I be able to control about how my building gets branded? And how will my overall body of architectural work be branded — in a stylistic manner, in a functional manner, in an iconic manner, in an experiential manner and so on?

So, think about branding and all that might come with it when you delve into where you are in your architectural career. When designing, interpretation is fundamentally linked with both aesthetics and function — but you must also wonder what it is about your architectural design work that you are trying to “sell’ (if anything)? And then step back and consider whether it “sells” itself.

By asking such questions you might get to the root of not only your design intent, but also the success or failure of your design’s outcome.

...

NEXT STEP: YOUR DESIGN PARADIGM SHIFT

...

what members are saying...
Maria: I came across your website through a reference in today's Architect Weekly ezine and am delighted I did. I'll bookmark your site and check back often. I read the first article and then the second and thirty minutes later realized how much time had passed. I've been practicing for thirty years and have always missed the stimulation of academia. I find each of your brief dissertations sort of like a day in design studio. Thanks for the inspiration.

Ron Ward
AI Group Design
I am excited to see you touch a vein of values in architecture, I have been chasing myself for years. Your depth of involvement in these very deep subjects is really beautiful and passionately dealt with and well written. Sound, color and value, shape, texture, scale, smell.... all definitive measures of the spaces we should be alert to. [...] I will savor the rest of your investigation of sensuality in architecture. I'm Glad I found you.

Dennis McLaughlin
McLaughlin Architect
read more testimonials
blog article categoriesresearch designs

Maria Lorena Lehman is a multi award-winning visionary author, designer, and educator from the United States. Maria holds a Bachelor of Architecture with Honors from Virginia Tech and a Master in Design with Distinction from Harvard University Graduate School of Design. CLICK HERE to learn more.

maria lorena lehman, as seen in...
featured posts
Sense of Place

Using New Mediums to Shift Architectural Paradigms

By exploring the poetics of space through writing, painting, and modeling or sculpting (digitally or by hand) – one discovers moments where space transcends to heighten human experience. The latter mediums are ways to capture this somewhat transient event; and through the act of capturing these, one can see more deeply into the dynamics of what makes a space transcendent.

Design Process

How to Analyze Your Sketchbook (to Grow Design Results)

Your sketchbook holds a world of useful insight that you can use to push your design process even further. Thinking is a critical part of design, and a sketchbook helps you to unlock how you can exponentially improve your own design thinking. How do you use your sketchbook to design? What pages are your favorite? And how can you strengthen your sketchbook system?

Architectural Design

How Poetics of Place Determines Level of Impact

When an architecture is designed with a high level of poetics, the level of positive impact upon its occupants increases. This is because function, aesthetics, and meaning converge to uplift occupants’ lives in new ways – either moment by moment as they experience the environment and/or after they have left the environment but are transformed due to their experience within its spaces.