Brand identity guidelines
Overground Odenplan is a new music venue showcasing well-known artists, emerging bands, large concerts and small intimate performances, as well as a place to meet and mingle. It also has a large rooftop bar and terrace with a view over Stockholm. Odenplan is expanding rapidly and quickly becoming one of the city’s most dynamic nightlife areas.
Ohlsonsmith were contacted to create an identity for this new music venue that would help establish it as a major nightlife destination in this area of the city. This is why when naming the venue and developing the brand identity, we decided to incorporate “Odenplan” in the name. “Overground Odenplan” reflects the venue’s location – high above and overlooking the plaza at Odenplan and its metro, or underground, station.
We developed a symbol with the letters OG, to make a strong and immediate impression and help people recognise the venue wherever it appears – in videos, adverts and posters around the city. The OG symbol is always presented with opacity – as a subtle indication that there’s always an event, an artist or a concert going on behind it.
The primary communication channels for Overground Odenplan are social media and the website – overgroundodenplan.se – which features a regularly updated schedule of events and a system for buying tickets.