Identity Development

After a lull in the identity design development workstream over the last two months, December saw significant progress made on the identity. Codesign shared an updated branding presentation, which incorporated feedback received from previous discussions, as well as improvements and explorations that had been developed internally.

 

Identity Design

The focus of the current iteration of the identity development exercise is to create an identity that strikes an adequate balance between the desirable core values of the toilet facilities and the relatively complex, abstract ideal of ‘Sammaan’ (dignity). The core brand values that had initially been developed for the toilet facilities had been created to be simple, engaging, and meaningful to the core audience. The design direction being developed therefore focused on conveying attributes such as happiness and well-being, aspiration, and the promise of a better life.

However, the name ‘Sammaan’ which will now be the customer-facing brand under which the toilet facilities will be operated, requires a more nuanced approach, since dignity as a concept is abstract and might not be easily relatable to the target audience.

Striking the right balance between these desirable core values and the Sammaan name is the renewed focus of the identity exercise. Progress in this direction has been excellent so far, we hope to finalise a design for the facilities in the coming weeks.

 

Signage

The design direction for the area and instructional toilet facility signage that had been previously selected is currently being revisited to accommodate certain signages which require a significant amount of information to be conveyed.

We are currently developing an icon-based approach to these signs (as opposed to a purely textual one), with a bathing-instruction sign as an exemplar of the design direction. Once an approach has been finalised, we will extend it to the other signs.

 

Construction Drawings

The ‘Good-for-Construction’ drawings are detailed instructions for the preparation and placing of the finished signages within the toilet facility. Codesign is preparing these drawings in consultation with Anagram Architects and private contractors. This workstream is nearly complete, with the only delay being an internal dependency based on the finalisation of the identity design, which impacts the placement and positioning of certain signages. The Construction drawing workstream will be closed as soon as possible after the identity design is finalised.