About

Greymatter is an initiative led by architecture and urbanism studio LOCAL, dedicated to redefining spaces where people grow old. The vision is to create a new generation of healthcare facilities—open to the city, inclusive, and attractive for health professionals, students, younger generations, senior residents, and their families.

Too often, spaces for aging are either isolated or unadapted. People still grow old alone in unsuitable private housing or in segregated institutions detached from urban life. Greymatter challenges the notion that activity and productivity belong solely to the young. Instead, it seeks to place seniors at the heart of urban renewal.

Challenge

Develop a visual identity that embodies the mission of inclusivity, fostering a connection between generations and reimagining elderly care as an integral part of city life.

Solution

The logo symbolizes the collaboration between seniors and youth, visually represented through the contrast of a crafted, sensitive serif (“Grey”) and a modern, structured grotesque (“Matter”)—bridging tradition with progress.

The communication approach is built on the idea of closeness and connection between different groups—youth and elders, children and teenagers, differently-abled individuals. Each group has unique needs regarding urban space and quality of life, yet this does not make the creation of inclusive cities impossible.

The visual system uses shapes to symbolize shared experiences, time spent together, and the ability to overcome challenges as a community.