We’ve spoken before about the requirements of a well-designed and accessible reception area touching upon the lobby on the whole in the process, but we felt it was both pertinent and necessary to delve a little deeper into the branding side of things. For any and all visitors to your office, as well as the employees that grace the desks each day, the lobby is the face and initial introduction to your company, responsible for making the first impression. Whether that impression will be good or bad is in large part down to branding and design.

If you haven’t read our previous article on the subject, I would recommend you do, as it provides much of the underlying principles that this article will expand upon.

There are many factors that must be considered when designing a lobby area, from organisation to waiting areas to the desk itself, but many businesses fail to properly tie these elements to each other and the overall identity of the brand. The first and most obvious way to achieve this is via the application of colour.

The lobby area of Wolters Kluwer, which subtly incorporates touches of the brand colours   - Img: Woodalls Design
Think about just about any of the world’s best-known and most-beloved brands; what colour comes to mind? Coca-Cola has long been associated with its signature red colour, Facebook’s variant of blue is plastered all over all of their services and products, and whenever someone mentions Cadbury their distinct shade of purple springs instantly to mind. Carrying this on through office design elements will foster the association between colour and brand even further, hopefully inspiring visitors to think of your company more often and in a better light. It also promotes a sense of unity throughout the building. It is generally not advised to cover the area head-to-toe in your brand’s flagship colour, but adding hints of colour and little details can further a positive perception of your brand.

Artwork too should not be overlooked. This will add a creative element to the area, further brand association by utilising brand colours, and can help to tell of the story and nature of the business by promoting particular brand values.

Beyond that, look to your industry of choice for inspiration, For example, technology companies may favour vibrant colours, metallic fixtures and a generally energetic feel. On the other hand, organisations such as conservation societies would be better served by aiming to make use of more natural aesthetics, utilising wood and greenery to their full effect. There is no one-size-fits-all approach to this particular facet of lobby design; rather, you must think about what you want your brand to convey, and the story you wish to tell.

Sam Bonson

Sam is an aspiring novelist with a passion for fantasy and crime thrillers. He is currently working as a content writer, journalist & editor in an attempt to expand his horizons.
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