Uniforma’s brand identity for Polish nightclub Schron is utiliarian yet expressive

Poznan-based branding studio Uniforma has branded the Polish nightclub, Schron, transforming the site of a former bomb shelter from a space of fear and a threat of danger into somewhere of liberation and dancing. “Outside, chaos reigns – beyond our control,” creative director, Michał Mierzwa, says, explaining the context of Schron’s identity, “but inside, we create on our own terms,” becoming a hub for unconventional beliefs, unaccepted creativity, and the madness the world finds uncomfortable. The counterculture stance of the new brand, and indeed the club itself, is drawn directly from its own history, having been a haven in the 1960s and 1970s for marginalised groups, such as the LGBTQ+ community. “The meaning of the name aligns with the history of club culture,” Michał adds, “which has always been about operating outside the system,” leading them to fully embrace the multiple meanings of Schron’s name.

Having at first turned to the public directional signage, which led people to the shelter originally, as inspiration, Uniforma took a research-led approach to developing Schron’s brand, considering both the original, pragmatic bomb shelter signage and the visual aspects of Polish and international club culture. “From the start, it was a grassroots effort driven by a small group passionate about organising and promoting events their way,” Michał says, discussing how the club’s aesthetic history influenced their new approach, “often without formal graphic design training,” leading to a confidently “primitive” perspective on its design.

“This lack of formal design training was balanced by energy and creativity,” he continues, “their love for fun shone through in vibrant colours, bold fonts, quirky shapes, and unique compositions,” all seemingly powered by their passion. “This resulted in temporariness and pace resulting in carelessness,” he says, creating a space where fun took centre-stage instead of precise design. “Flyers and posters are printed at a friend’s place and layered over last week’s,” Michał says. “We chose to focus on enjoying ourselves, trying new things, embracing mistakes, and rejecting strict rules.”

Typographically, Uniforma opted to return to basics with its choice of typefaces, going for what would have been widely available on most computer systems, with Helvetica being Schron’s primary typeface. “This nods to the limited font options of 1980s club culture,” Michał says, tying the visual identity to its roots. At the same time, the studio also sought reference in the connotations that came with the name, Shelter. “We chose fonts reminiscent of public directional signage,” he continues, “inspired by iconic examples like Massimo Vignelli’s NYC subway system.” 

As a result of Uniforma’s research and creative leniency, the final brand is innately energetic, creating a tone that is both fun and buzzing – a vibe that clearly came from an excitable act of making. “During our research, we immersed ourselves in the pure joy of creation,” Michal says, “free from the constraints of the modern commercial market,” explaining why the original arrow sign of inspiration was such a perfect starting point for them. “The arrow follows no rules; it’s open to everyone who wants to play with it,” he ends, “we use it however we like, with no boundaries, it belongs to everyone.”