RUEDA DE LIMA
CLIENT: Rueda De Lima Company
LOCATION: Lima, Peru
SCOPE: Branding and visual identity
The Rueda de Lima is set to become a primary tourism attraction for visitors and locals in Lima, Peru. Once constructed, the 80 m. tall observation wheel will be situated amongst lush gardens and fountains providing panoramic views of the city.
Early explorations pulled from a broad collection of influences from the natural world. The garden and fountain environment where the wheel will be located provided ample inspiration. Suggestions of blooming flowers and energetic sprays of water sought to locate the wheel in the environment. The upward reaching motion of the wheel also led us down a path of exploring the rays of the sun. After exploring a vast number of ideas that emphasized symbolic qualities of the wheel it was decided that a direct approach was best. The final development of the identity focused on creating a logo and wordmark that would be immediately recognizable.
The observation wheel logo is elegant and unmistakable regardless of a viewer’s familiarity with the attraction. A subtle sense of perspective embues the mark with a sense of scale and awe. The strength and simplicity of the identity guarantees that the people of Lima will be thoroughly familiar with the landmark before it has even been completed.
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