Following on from creating the identity for revolutionary collaborative workplace Second Home, Pentagram has teamed up with tech superstars Rohan Silva and Sam Alderton again to create a brand for Librería. A bookshop, printing press and multimedia space, Librería is situated opposite Second Home on East London’s Hanbury Street with interiors by SelgasCano - the award-winning architects behind Second Home and the 2015 Serpentine Pavilion.
Librería has been set up as a tonic for overload of information synonymous with modern life. Laid out to emphasize discovery, the stock is separated into categories that help visitors make unexpected connections including: sea and the sky, family, love, enchantment for the disenchanted and madonnas and whores.
Pentagram’s identity for Second Home consists of a family of logos made from overlapping circles that represent the crossovers between life and work, art and science, and knowledge and invention. The Librería identity is derived from this - indicating a relationship with the mother brand. The logo uses the same principle of overlapping to represent the merits of unexpected connections. But the use of a different set of shapes to Second Home and handwritten typography allows the brand to retain its own idiosyncratic and individual personality.
Librería is now open and can be found on 65 Hanbury Street.
