︎ 2021
Project AAMI Park
Typography & Branding

Australian National Stadium
Inspirational Typography By A Building

    An exploration through typography to rebrand the AAMI National Park in Australia. Taking distinctive parts of the building and getting inspiration for form letters football stadium. My inspiration was looking at the building from a plan view, the shape and how their exits in all parts of the building which is convenient for people who come and watch. The alphabet can be seen with the combination of circular and triangular shapes, to add elements from the building itself.
    Smaller details that I’ve also added in was the football or rugby ball on each horizontal alignment of each letter as the main sport features throughout the typography. Lastly, cut outlines running across each letter to sections all the shapes and for an additional unique touch. The main architecture of the building when the main typography and the logo is place on. Everything is kept minimalistic so when people drive pass they notice the logo of right away.



Stadium Building Logo
Typography Logo

    An emerge of my typography, displaying at the front view of the stadium showcasing a bright orange as the statement color.




Stadium Direction Signage
Typography & Icon

   The icon being used to provide direction signage inside the stadium.



Stadium Entry Way Signage
Typography & Number Usage on Building

   





Stadium Information Stand
Inside The Building & Information Desk

    Information stand can be a replacement to the information check in center, showcasing ongoing events within the stadium, spread across restaurant different zone of seating placement to food services on each level of the building.




Employees Service Apron
Help Services & Event Stalls  

    Aprons would be provided to all the employees to help during the event, stall gifts shop are provided to staff members.



Design Reflections
Inspirational Typography By A Building

    This was my first project that the brief was focused on typography, development of each and individual elements of the alphabet. A grid base structure that I have to construct in Adobe Illustrator and hand-drawn on gridded paper to craft each letter. Each stroke was inspired by the plan layout of the most iconic national stadium in australia therefore, the framwork of the letter is angled and chunky to added the bold affect of the building. The develop of the color palette in combination with the typeface I’ve designed has re-flourish a new brand identity for the stadium. Unique and playful icons are an external elements to help push the branding concept of my typography into a more sophisticated environment.


Tools Used
Adobe Photoshop
Adobe Illustrator
Adobe Indesign