The name Kleine Reise means ‘Little Trip’ in German. The design of the logo is based on its negative space. A rocket ship can be discerned from between and behind the angles and shape of two letters. Whether obvious or not, whether seen or unseen, both results are pleasing.
If discovered the rocket ship communicates the idea of a cosmic journey, the excitement of blasting-off to explore the sonic universe. When contemplated with the meaning of the name Kleine Reise, little trip, it acts as a reminder – everything is relative in the grand scale of the cosmos. An enlightened beginning.
If the result of the concept is abstractification then that too adds a unique quality. The mystery of the shapes build the character and profile of the logo.
The approach to promotion and public relations was to produce the feeling of effortlessness. This gave Kleine Reise a unique angle. The nightclub landscape was already full of labourious design statements.
The right decision was to swim against the current, try new things and to seemingly not take any of it seriously. Even though to achieve the right result it had to be taken seriously.
Unorthodox and subverted launch-day website. To discover our first monthly program the user followed a Dirty Dancing quote across an awkward horizontal and vertical scrolling path.
The initial concept was to give the website a full re-design each month. Here you see one such design depicting a whales little trip from fully submerged to breaching. The program dates represented by images of plankton.rnrnWe eventually settled on an information-centric "anti-design" proudly featuring html defaults - black and white, blue underlined links and the Times New Roman font.
Website re-designs were replaced by monthly flyers both shared on Facebook and printed and distributed city-wide.
The Kleine Reise poster. Based on the small rocket ship journey of a drunk Russian pig.