Art on The Mart monogram over projected facade

Summary

The monogram set against the building it belongs to, straddling the roofline of a floodlit art deco facade so the mark and the venue occupy the same picture.

Visual description

A wide night photograph of a monumental stepped building, its long ribbed facade lit by projection in bands of amber, deep blue, violet and white with pale diagonal streaks crossing the windows. The sky above is flat charcoal. The M monogram sits centered near the top, its upper half crisp white against the sky and its lower half dissolving into a soft gradient of cream, blue and red that overlaps the roofline and the upper floors of the building. The letterform is tall and heavy with a shallow wide notch, and the point where it meets the building is deliberately blurred so the mark appears to emit the same light that is washing the facade. No wordmark or copy appears in the frame.

Key takeaway

Anchoring the mark half in the sky and half in the building, with the transition falling exactly on the roofline, makes the monogram read as the source of the projection rather than a graphic laid on top of a photograph.

Reuse notes

Reach for this when a venue is the brand and you need a hero image that names neither. Requires a building with a strong silhouette and a night shot with an empty sky area for the sharp half of the mark. The blend point has to be placed per photograph, so it does not scale to a template.