Aman by Construct, United Kingdom
Aman by Construct, United Kingdom
Opinion by Richard Baird.
Aman is a collection of resorts, hotels and luxury residencies that offer access to a wide variety of remote and urban destinations. Its first resort, Amanpuri, was opened in Thailand in 1988. Since then it has expanded across the world, seeking out transformative experiences and awe-inspiring locations throughout Asia, Indonesia, China, Japan, the Americas, North Africa, Europe and the Mediterranean.
Inspired by the earliest forms of alphabets and mark-making, London based graphic design studio Construct developed a new brand identity for Aman that would reflect its values and the high quality of its experiences. This is expressed through custom typography, earthy colour palette, tactile material texture and high quality print finish that links press-pack, business cards and menus.
“The Aman Master Brand Logo is a sophisticated evolution of the earliest form of script; a series of strokes that exemplify a physical sense of ‘above and below’, the natural connection and flow of mountains and valleys, of waves and ocean floor, an inclusion in a natural landscape which directly reflects Aman’s relationship with place.” – Construct.
Where BP&O often favours the contemporary, or a contemporary take on the traditional, Aman feels ancient and slightly mystical in its blend of type and image.
Construct’s references; early alphabets, Futhark and stone carving, and its favour for both reduction and a human component are clearly evident in the build and drawing of logotype; the flaring of terminals and the lightness of line weight. It is well-spaced and balanced, benefits from the repetitive and simple forms intrinsic to the letters and name, and takes a block foil well. This is then extended to the names of over 31 different Aman locations. While ancient in its references, its implementation, the use of space, and choice of colour, appears sophisticated and luxury.
Material choices and the pencils of the press pack layer identity with a very physical and tactile quality hinted at in the carved qualities of type, while a colour palette of sand, soil and clay, are distinctly earthy. Dyed uncoated papers, embossed boards and a gold foil print finish convey a quality and value without appearing excessive. This simple combination manages to say a lot with just a few assets.
The earthy quality of colour and material texture is explored further and more explicitly in the warm misty landscape of the brochure cover, and inside with brighter but natural tones. Diversity and disparity of image, a contrast of colour, texture and content function well to emphasise the extent of the destinations that Aman offers, and are compelling and impactful in their full bleed double page spreads. Man is clearly selling destinations, rather than a resort experience.
Aesthetically the work is really well-resolved, but it is the connection made between man and enduring environment, and the extent and difference of the destinations, as conveyed through type, texture and image, that really stands out as thoughtful, and ideally-suited to a resort with excess to places throughout the world.
Design: Construct. Opinion Richard Baird
Follow BP&O:
Twitter
Feedly
Facebook
Instagram
Dear freelance designer, from a freelance designer
My names Jake and i have been freelancing part-time for the past 2 years on and off whilst working full-time for my local design agency in Warwickshire #middleoftheuk
I am not here or writing to tell you how you SHOULD or SHOULDN'T Freelance, i am basically here making the pit-falls and hopefully some success throughout and documenting exactly what tools and products i use to help me & ultimately you through the day.
without further ado let's get started with something i use at least twice a day...
Product Hunt is a curation of the best new products, every day where you can discover the latest mobile apps, websites, and technology products that everyone's talking about.
This is an absolute must as you are able to completely tailor your products into collections for future use, you can view my personal Freelance Graphic Design Starter Kit to get an idea on the sort of products which may notice in the next couple of posts.
Searching through products or collections makes it easy to find out if there's an app to make my life easier or more productive. "Hunters" "Makers" and general public are intwined to make it a very personal visit where you can improve, comment and chat with the creators of the products.
I would normally visit this first thing in the morning to checkout the previous day's top rated and curated products, and in the afternoon straight after cheeky nandos lunch to check and see what's trending.
I would seriously consider you try this place first, if you're thinking of something that can better your position or just after a website that can resize multiple photos in one go (coming soon) then check out ProductHunt