Accept & Proceed creates an ever-changing identity for co-working space Today

There are co-working spaces popping up all over London at the moment, as working patterns shift, particularly in the tech and creative industries, to less centralised and more flexible arrangements. When Accept and Proceed was approached to come up with a brand and Identity for a new venture in east London, it decided to reevaluate what the places are for. “Most co-working spaces come with a corporate idea of fun which forces the idea of creativity with naff sloganeering and West Coast styling. It would seem these places are setting up primarily as commercial enterprises rather than with the needs of their users in mind,” says designer Nigel Cottier “We wanted to make a place that designers would want to work in, with a pared back simple aesthetic.”

Accept and Proceed called the new space Today . “We love positivity of the name: the idea of living in the moment, and being a small business where each new day offers endless opportunities, and no day is ever the same,” says Nigel. They went on to create an ever-changing identity with a new colour for each day of the year, which then feeds into the exterior signage and the website. “The colours blend almost imperceptibly from one colour to another, blending between the two as the day progresses,” says Nigel. “As people pass the space each day they’ll see a new colour being created on the exterior signage.”

The colour blends are coupled with simple, strong typography and iconography to create a subtle, clean aesthetic with a simple idea at its heart. The design embodies Accept and Proceed’s thoughts about co-working and builds on its experience in the industry. “Using our experience we have created a brand and space which supports designers and builds a community as it’s primary focus. This is a place for designers by designers,” says Nigel.