for the 35th International eCAADe Conference “ShoCK!”
1st prize – 1000 Euros : Mohamed Elgendy – Omar Hadid
Since eCAADe has a vision of brining together institutions and individuals with a common interest in promoting good practice and sharing information in relation to the use of computers in education and research in architecture and related professions; the idea I have is a translation of the theme of sharing computational knowledge, which is basically the use of a computer to interpret data.
The logo I created strongly stresses the importance of the act of sharing of the computational and parametric knowledge that form hypothesis, establish trends, test relationships and make decisions. The hand mainly represents the act of sharing and giving. As for the lines, they represent the computational design in general, so when the spacing between the lines is denser; it implies that there is more sharing involved. The dual-color theme represents giving and taking back from one another to create the desired targets.
“In quantum theory, you never end up with things: you always deal with interconnections […] It shows that we cannot decompose the world into independently existing smallest units. As we penetrate in matter, nature does not show us any isolated building blocks but rather appears a complicated web of relations between various parts of a unified whole”. The logo concept comes from a reflection on this Fritjof Capra’s quote that helps to understand how in computer science, as in matter, the real strength lies in interconnections. For this reasons the logo is made by dots, as centres from which information spread and, at the same time, they represent users in a network, in a continuous process of knowledge sharing. What we have in front of us it’s an ever-growing network, where information dynamicity goes through the fluidity of the design that recalls the shape of a neural network. Furthermore the logo, a rotated 90 degrees S, evokes the figure of the infinite representing the union between the humanistic component and the technological one, that are both in a continuous state of becoming. The range of colours, based on cool tones, recalls the world of technology and AI. The use of different gradients confers to the design a more vibrant and contemporary mood.
The logo aims to reflect the spirit and vales behind the concept of “sharing the knowledge” broadly and globally, while reflecting the soul and identity of the prestigious host of the conference Sapienza University. Giving a formal serious impression, and overall a visually stable simple design was applied to make it generic and inclusive to all fields of CAAD knowledge being shared within the conference. These concepts are represented in the logo through:
Honourable mention: Mattia Catino
The logo is composed by three element that show themes of the conference. Putting these three parts together from the title the conference, which is, in a shorten way, “ShoCK!” these are: the line, the buses, the polygonal glass windows.
The first ones represent the plannig like “act of throwing forward”, which is the task of the research and innovation and also it’s a common feature of the professions that take part in the conference. It,s not a causality that the lines make the shapes of the letters. The bus of the electronics system symbolize the computer science. As well they have the function of communication human ideas to a software able to build a virtual model of study, control and management. The polygonal glass windows, finally, represent the architecture, the last purpose, the product of planning and information technology. Fortunately, or unfortunately, this element is often seen as the symbol of modern architectural style. The polygonal windows is a complex subject. It has so many faces and shades which make it so hard to understand, but, at the same time, they create a strong image of the polygonal widows. This strong and imposing image of the polygonal windows remember the multiplicity of discipline that are involved and their deep connection. However the transparency of polygons remembers the sharing as a tool of collaboration and information technology. Thanks to the planning and information technology, man is able to study, to understand and to compute a complex and delicate subject like polygonal windows, reason why the fusion symbols represents the key concept of the conference
Honourable mention: Gianmarco Giuliana
GEOMETRIES The logo concept is based on the shapes of triangle and circle. Their combination makes use of the same shapes used for the Church Sant’Ivo alla Sapienza, architectural masterpiece by Francesco Borromini. The succes of the project and its beauty of the church is achieved through purity of forms, and for this reason it become the symbol of the ancient roman university Palazzo della Sapienza.
ACCESS TO INFORMATIONThe logo can be seen as a merger beetween a stylized dish antenna and the Wi-Fi icon. These two figures are now part of the contemporary collective consciousness, because they can be considered as rich symbols of universal knowledge.
COMPUTER AIDED ARCHITECTURAL DESIGN The brand forms can be moved to compose the acronym of CAAD systems.
EDUCATON IN EUROPE The full/empty layout of the logo hides two small “e” letters, designed to emphasize those of eCAADe, meaning Education in Europe both distinctive of the organization’ spirit.
DECLINATION The logo is designed to be highly declinable and extremely resizable. It can be adapted to B/W, light or dark background. The graphic is distinctly printable on special materials such as wood, metal or plastic.
COLOURS The colors used are compatible with the four-color printing (Green C82 M45 Y94 K0; Red C26 M100 Y74 K23). In particular: the red is a variant of the Rosso Sapienza, that was used for the antenna intended as “issuer base” of the “message“, in green, the eCAADe distinctive colour.
TYPEFACE The logo includes the acronym “Sh°CK!”, Sharing of Computable Knowledge. The lettering can be omitted according to communication needs. “Sh” has a dynamic font, inspired by the speed of information, while “CK” (Computable Knoweledge) has a formal typeface, because related to quality knowledge.
SPIRITS The main goal is reaching different audiences, made of professionals as well as researchers and students though eCAADe project and Sapienza University support.
last edited 2017/08/22