A space for friendly aging

By 2050, Poland will be among the five oldest European countries (source: GUS report "Population forecast for 2014-2050" *). In response to this challenge, the Warsaw City Hall (i.e. the City of Warsaw) has launched the Centre for Intergenerational Activity at Nowolipie Street (CAM Nowolipie) - a friendly space dedicated to healthy and active aging.

The Centre's space hosts classes and workshops dedicated to seniors. There is a canteen, legal aid center, a room for Skype talks. All interiors have been adapted to the needs and requirements of seniors.

Design approach

We were commissioned by the City of Warsaw with preparing the visual identification of the Centre. It was important to create a modern sign that would be understandable for the seniors, one that they could relate to. The logo was based on a simplified drawing of a linden leaf, referring to the address of the Centre. The name of the street "Nowolipie" evokes emotional associations among users. It accentuates closeness and locality, while at the same time it precisely informs about the location.

The logo is based on a simplified drawing of a linden leaf, referring to the name "Nowolipie". The leaf sign also appears in other materials. The lettering was crossed out so that the shape corresponds with the organic form of the sign. A wide range of use of the logo is provided for in identification. Logo versions (basic, achromatic, negative and other) and other have been collected in the visual identification manual.