1. DIS Architecture + Design Fall 2014
Visual Identity for Kulturtårnet Knippelsbro
Fall 2014 • Graphic Design Studio
Assignment 2
Faculty: Britt Gundersen

2. DIS Architecture + Design Fall 2014
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Introduction • Assignment
Background
Copenhagen Harbour
Over the last 10 years the Copenhagen Harbour’s popularity has increased greatly,
encouraging the creation of new activities architetcture. In the middle of the
Copenhagen Harbour is a hint from the past: a symbol of the industrial port city with
a look that matches the stock exchange and the other towers’ verdigris patina.
History
Knippelsbro is a bascule bridge across the Inner Harbour of Copenhagen, Denmark,
connecting the Zealand-side Slotsholmen to Christianshavn. It is one of only two
bridges to carry motor vehicles across the harbour in central Copenhagen- the other
being Langebro. The Knippelsbro bridge, the fifth on the site, is 115 metres long
and was inaugurated in 1937. The bridge is a national icon and is also on the Danish
200kr.
Today, only one of the functionalist style towers are used to control the bridge. The
other tower is rarely open, but in 2013 the association Kulturtårnet Knippelsbro (The
Culture Tower) turned the tower into a cultural experiment. Kulturtårnet Knippelsbro
is working to promote cultural projects and life on the Copenhagen harbour, such as
art exhibitions and food festivals.
Kulturtårnet does not have a visual identity.
Behind the Kulturtårnet Knippelsbro is Lars Erik Schmidt, Rasmus Krone Andersen
and Malthe Bjørn Merrild.
Assignment
You will define the visual identity of Kulturtårnet Knippelsbro.
Through the project you will use the ‘double diamond’ design process model:
Phase 1: Discover
Through research, a concept will be established, which will inform your choices in
defining and developing the visual identity.
What is Kulturtårnet Knippelsbro? Who is Kulturtårnet Knippelsbro targeting?
Student, locals, tourists- is one group more important than another? What story
should the Kulturtårnet Knippelsbro tell about itself - and does it need to be
differentiated according to targetgroups? How could this be reflected in a visual
identity and in the name? Does the farm need a logomark? Is a typeface better? A
colour? Patterns? What should the place relate to?
Those are only a few of the questions you could ask in order to clarify your concept
and inform your design.
The following should be included in the discovering studies and included in your
presentation:
• Analysis and research of Kulturtårnet Knippelsbro.
• Studies of market/competitors and client
• Studies of the function and aim of Kulturtårnet Knippelsbro
• A Brainstorm

3. DIS Architecture + Design Fall 2014
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Assignment • Presentation • Evaluation
Phase 2: Define
The defining stage is a filter where review, selection and discarding takes place.
This is where findings from the discovering stage are refined as ideas, concepts and
solutions.
The following should be included in the defining studies and included in your
presentation:
• Inspiration / references
• Exploration of visual ideas and concepts. Quick sketches.
• Condensation of the concept and aim: A short description in writing (max 40
words).
PRESENTATION PHASE 1 + 2:
You will individually present your findings and work from phases 1+2 during studio
on September 9(and during the final presentation on September 25/26). Your
findings should be pinned up on your boards by the beginning of class.
Phase 3: Develop
During the development stage of the visual identity, you will work on designing and
testing your defined concept. At the end of the this stage you will decide on a final
design.
The following should be included in the developing studies:
• Sketches of ideas and designs
• A final design
Phase 4: Deliver
The delivering stage is where the design is implemented on relevant media and
platforms. At the end of this stage you will present your design.
Final Presentation
The final presentation must at least consist of:
• Your phase 1+2 presentation.
• Sketches showing process (from phase 3)
• Design of the logo/main identity component. Large and small scale. Positive and
negative versions.
• Choice of primary and secondary typeface
• Choice of colours and/or graphic elements.
• Identity implemented and visualised on:
– stationary
– a 4 page brochure
– web landing page
– a sign on the building/entrance.
The format of the presentation materials is A3 sheets. Each page should be
understandable on its own, and the layout should be organized so your project
is self-explanatory. Also, each page should have your name, date and assignment
number and title.
Plot Information
Evaluation
40% Daily work in studio (process)
60% Final presentation (project)
Evaluation criteria are outlined in detail in the grading rubrics, which are in the
course syllabus. Any plots submitted after the deadline, or failure to complete pre-sentation
material on-time, will be downgraded.

4. DIS Architecture + Design Fall 2014
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Schedule
Day Date Time Topic
Tu Sept 2 13:15 - 17:00 Studio with Faculty
Introduction to assignment.
Visit to Kulturtårnet. Guided by Lars Erik
Fr Sept 5 13:15 - 17:00 Studio with Faculty
Discuss initial research, questions and prep
Tu Sept 9 13:15 - 17:00 Course Course Week Studio with Faculty
Introduction to phase 2
Sept 11-13 Short Study Tour to Western Denmark
Tu Sept 16 13:15 - 17:00 Studio with Faculty
Phase 1 + 2 presentations and personal feedback
15:00 - 16:00 Class Rep Meeting 1(3)
Location: V7 basement classroom
We Sept 17 13:15 - 17:00 Intro to Long Study Tour
Locations: Tour Z - V7.41
Tour V - V10.A11
Tour Y - V7 Basement Classroom
Tour W - V10.D11
Fr Sept 19 13:15 - 17:00 Studio with Faculty
Tu Sept 23 13:15 - 17:00 Studio with Faculty
We Sept 24 09:00 Assignment 2 Plot Submission Deadline
To AD_Documents
22:00 Assignment 2 Final Pin-up Deadline
Th Sept 25 09:00 - 16:30 Final Presentations of Assignment 2
Location: TBA
Fr Sept 26 09:00 - 16:30 Final Presentations of Assignment 2
Location: TBA