Kramer Design Associates Creates
New Brand Mark and Digital-Media Signage Program for Ice District,
Edmonton’s $2.5 billion mixed-use sports and entertainment development.
Experts in creating award-winning strategies for mixed-use, urban developments world-wide, Kramer Design Associates (KDA) has designed a distinctive brand mark and innovative, digital-media signage and wayfinding program for Ice District in Edmonton.
Ice District is a $2.5 billion project and will be the largest mixed-use sports and entertainment district in Canada. It is anchored by a public plaza and Rogers Place - a state-of-the-art sports, event and concert venue and home to the Edmonton Oilers. Ice District also boasts a luxury hotel; two AAA office towers with the City of Edmonton and Stantec as anchor tenants; condominiums and apartments; restaurants and nightlife; the Grand Villa Edmonton casino; a premier Cineplex theatre complex; a Kids and Company child care centre and retail options including boutique shops, a grocery store and a Rexall pharmacy.
By working and consulting with private stakeholders and the community, KDA created an integrated signage program to support the variety of destinations and attractions in the district and designed a brand mark that is authentically Edmonton.
“KDA’s overall strategy was to powerfully communicate, through brand, signage and wayfinding, that Ice District will be a vibrant sports and entertainment destination where Edmontonians and visitors from around the world will come to explore, celebrate and feel the heartbeat of a world-class city,” said Jeremy Kramer, Principal and Creative Director of KDA.
Kramer continued: “Importantly, Ice District’s brand mark has been designed to embrace Edmonton’s winter city status, be uniquely memorable and provide the basis for a fantastic, visual experience. To Edmontonians, the word ‘ice’ is evocative. It sums up their strength of character and sense of pride. It represents what is great and distinct about their city.
“The letterform of Ice District’s brand is custom-designed and consists of geometric letters with curves and subtle angles that reinforce the unique architecture of the district. The icon is based on a rotation of abstracted skate blades, that when repeated, form a star within the inner central space – it’s a graphic nod to the district’s plaza, and fittingly, the five-point star has always been synonymous with heraldry, achievement, stardom and entertainment.”