Alberta Block

The Alberta Block building on Jasper Avenue in Edmonton, home to many notable businesses in the last century including CKUA Radio, was completely renovated and restored in 2015. In developing a concept for the reintroduction of the building our goals were to create an identity that was:

Timeless: equally at home in 1905, 1955, or 2015.
Commercial: recognizing the building’s history as a place of business.
Cultural: remembering the music and recording industries of tenants past.
Distinct: reflective of premiere alternative commercial & office space.

We created a monogram as a part of this identity, since it is a logo type that is centuries old, and there is a direct relationship between the initials of Alberta Block and the abbreviation of Alberta: AB. We reinforced this relationship by combining the two abbreviations to form a new one: ABB.

The identity we developed draws influence from multiple periods in the building’s history: Edwardian, Art Deco, and Modern. It also has a feeling of a commercial or cultural institution, and would be equally at home set in brass on the front of a piano, or in chrome on a door to the entrance of a record label’s office. We designed a brochure that further explores these different historic contexts with period-style infographics and illustrations.

The fixtures and furnishings for the lobby space were designed and chosen with the same goals in mind. The hand-gilded window signage, marble tile, brass chandelier, frosted glass pendants, and wood slat directory all demonstrate a mid-century design influence, but are not overtly stylized, creating a traditional and lasting entrance experience.