All the time people ask what you do for a living, right? What do you tell them? This new Virgin Atlantic lobby by Checkland Kindleysides hits the nail on the head.  Without throwing logos and tag lines all over the walls, they have used subtlety to indicate the brand without overtly shouting the brand.

They have alluded to certain aspects of the brand using lighting, color, shapes and graphics without actually showing you the brand.  This is what branded environments are all about.

The tough part is finding the cues that will resonate with the guests without confusing them.  Once you throw a logo on it you say, “Yeah, that’s Virgin Atlantic”. But take the logo away, and what will you do on your next project to make it speak the brand without the need for the logo and tag line?

From FastCoDesign, original link here