Fresh From The Field — Arka Modular - By Curious

Fresh From The Field — Arka Modular – By Curious

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.

Balancing bold with a softer human edge, Curious take us through the name, strategy and identity they crafted for Arka.

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The brief
What if we were given the freedom to create and transform our own environment? To have a home that grew with us, flexed with us and moved with us? A home that allowed us to live—without limits? Nobody fits inside a single box. And neither should our way of living. Arka has developed a better way to design and build homes: simplifying the complications of traditional building and freeing you from the constraints of traditional housing.

The Design Response
Curious was commissioned to create the name, strategy and identity for the Arka brand to reflect their vision. The initial design focus was placed on the brand identity, which needed to mirror Arka’s innovative and quality-focused modular system in a simple, but sophisticated and contemporary way. This was achieved by identifying and concentrating on three different components, which were then integrated into a cohesive marque. A bold sans serif font first laid the foundations and represented the strength of the materials used in the construction process. All lowercase characters were selected to complement that strength with a softer human edge.

Secondly, the modular concept was introduced to the base typography by customising the ‘k’. The introduction of a square icon within the letter form graphically represents how a separate module can be added to a core structure at any time but still integrate successfully to create an architecturally designed result. Finally, an ‘earthy’ colour palette was selected to reflect the sustainable materials championed by Arka.