{"id":63593,"date":"2026-05-15T13:00:00","date_gmt":"2026-05-15T04:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?post_type=archive&p=63593"},"modified":"2026-05-15T08:17:09","modified_gmt":"2026-05-14T23:17:09","slug":"midi","status":"publish","type":"archive","link":"https:\/\/designcompass.org\/en\/archive\/midi\/","title":{"rendered":"MIDI, a city stacked vertically"},"content":{"rendered":"

This is a real estate MIDI branding project located in Shanghai. It is a mixed-use development project that combines office, residential, and commercial spaces at a high density. While typical real estate developments define space based on floor plans and partitions, this project features a vertically stacked, three-dimensional structure as its core characteristic.<\/p>\n\n\n\n

The brand design originated from this product characteristic. The core concept is 'high-density mixed-use.' To translate the structure of multiple functions combining vertically within a single building into a visual language, the designer created a vertically stacking typography system. The logo and letter structure resemble architectural forms rising layer by layer.<\/p>\n\n\n\n

Typography is applied differently depending on the characteristics of the three spaces. Office lines use rational and organized sans-serif fonts to express the efficiency and reliability of the workspace. Commercial spaces use more dynamic serif fonts to emphasize vitality and rhythm. Residential spaces use semi-serif fonts, which fall somewhere between sans-serif and serif, to create a comfortable and soft impression.<\/p>\n\n\n\n

The graphic system was designed based on the same principle. We created a graphic language that allows letters to be expanded and combined, based on the structure of the logo. This system is not a fixed decoration but expands freely to suit various media and spaces. It is a method in which the building's vertical structure extends into the brand's visual structure.<\/p>\n\n\n\n

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More and Sources<\/h2>\n\n\n\n