In spring 2022 we were invited to create a speculative logo redesign of the famous signet of the modernist architect Rudolf Schindler for the centennial exhibition of the Schindler house in Los Angeles.
Space Schindler’s main concern was architecture as spatial practice. He admired his mentor Frank Lloyd Wright as a space artist. Adolf Loos, his earlier influence was also working and thinking in cubic volumes, and was rejecting the historical ideas of sculptural architecture. Later Schindler stated in his manifesto: Finally, the architect has discovered the medium of his art: space.
Multitudes The Schindler House functioned as a model for modern forms of cohabitation. The basic idea was to give each person its own room and have spaces for social gatherings.This idea of separate studios represented Schindler’s interpretation of the family as a group of independent individuals with common goals; it implied that each member was an artist whose life was a confident expression of creativity. We wanted to include this idea of multiple views as opposed to only one perspective.
Grid In western art history the grid has a position as an emblem of modernism. The wordmark is based on a grid. We didn‘t want to question the grid, we wanted to work with it and extend it spatially to reinforce an idea of the virtual. Also the idea of the grid as a network to express the contemporary idea of collective thinking together as opposed to the modern paradigm of the solitary genius.