Every town has a Club International; the dingy, overrated club everyone ends up at after a drink too many, regardless if planned or not. The place you love to hate. Despite its notoriousness, "Club I" does not have a clear, appropriate identity. As of today, it lacks consistency and does not particularly appeal to its age group, embodying a cliche. Its banality is part of its charm, so conserving that all the while giving it personality was the challenge.
The identity vastly relies on the strong use of language inspired by a student survey (asking to describe club I in three words), truly making it authentic. The tone of voice is blunt, self-ironic and unapologetic.
The identity is grounded on the letter ‘i’, because the club is known as 'club i' by word of mouth. The i appears as a character in various contexts and sets base for the visual system.
