The brief for the rebranding process was a concept that would embody the cores principles of architecture and construction design. Form, proportion, structure. A bold, distinctive and timeless font brings out the name of the firm aligned in a way that creates a dynamic sense of forward movement. The character space and monotype size represent the orthonormal grid, a crucial design element on all levels, from floor planning to facade elevations. The three “floors” of the logo shape, framing each word of the brand name, work a visual representation of a basic building structure. Ground, floor, top level indentation.
The linear and minimalistic simplicity of the logo allow it to be easily formed in many ways and with any material like stone, steel or wood and work as a physical firm signature on built projects.