London – The branding for new co-working space Today embraces the transience of daily working life.
Today by Accept & Proceed is a co-working space by designers for designers. When thinking about the type of co-working space designers would want, the agency found that the current trend for playful, colourful working spaces was a distraction to good work.
‘As a designer you don’t want to be in a place shouting fun,’ Matthew Jones, partner and creative director at Accept & Proceed, tells LS:N Global. ‘We feel that truly creative spaces don’t need to look wacky-creative, they need to function well, with high-speed internet and big desks, to act as a blank canvas.’
The branding all points to letting the ideas flow by being pared back and minimalist. The agency used black and white infographics to indicate the services on offer, including a postal service and café. The outside branding – and the name of the space – celebrates the idea that every day is a new day. Hence, an LED box outside will have a different colour for each day of the year. Controlled by an algorithm, the colour slowly changes throughout the day, bleeding into the assigned colour of the next. ‘It’s like a digital sundial,’ says Jones.