The new logotype worked really well and communicated the message I was trying to get across, the properties the company develop are often quite expensive residential houses, and I wanted to try and show that through the brand. The new style was implemented across various applications and the colour scheme was toned down to a black white and grey. A simple colour palette that could be used across everything and work with both full colour and monochrome photography. The logotype is a simple, subtle and sophisticated type based logo that clearly and easily communicates the company name and style. The logotype uses Neue Haas Grotesk Display Pro 55 Roman, a typeface that is consistent across the rest of the branding. The typeface by Christian Schwartz is a perfect representation of simplicity, clear cut, clean and modern. The typeface is clearly legible to the viewer and holds information impartially.
The business cards are a two sided standard business card that features the logotype on the front and the logotype and employee information on the reverse. The business card is intended to be minimal in design, with a heavy use of negative space to draw the viewers attention to the information on the card. The card holds a small amount of text to emphasise the minimal nature of the identity, only including the essentials. The business cards use the full black, white and grey colour palette consistent with the rest of the brand, with the grey merging the contrasting black and white colour scheme and balancing out the colours as well as showing contrast between the modern, simple design of the brand and the raw, textural, physical materials used in construction such as concrete.
The invoice sheet is laid out using negative space and based on a modular grid system. The main portion of information is displayed centred just above centre with secondary information such as contact information bottom left and the logotype top left. The is negative space heavy and features the subject matter top left and the logo bottom left. This along with the typography weight creates a clear hierarchy. The invoice uses the same colour scheme as the rest of the brand to carry on the consistency across all applications.
The letterhead used the same negative space influenced design with the logotype places top right and contact info top left. The letters placement of content is loosely based on a flipped Van De Graaf Canon and draws the viewers’ attention straight to the text, with little distraction on the page its simple, to the point and consistent with the rest of the brand identity.
The poster design consists of three posters two that bare the slogans and one experimental poster. The two more minimal posters contain the slogans that stay true to the roots of the company, local, friendly and personal. The posters are negative space heavy meaning the type and imagery across both posters have impact to viewers. The decluttered style of the posters hello impact, legibility and communicate the minimal, and modern simple style. The image shows a crop of one of the latest houses in the companies’ portfolio.
The experimental poster while clearly type and image heavy still has elements of negative space and still communicates a style that’s simple, modern and up to date with modern design trends. In includes a little nod to one of the old design with the bar between the “Architects” and “2019” as well as the box like shape both referencing scaffolding of architectural structures.
The “Property update” leaflet is a document outlining the status of ongoing projects and includes type both top and bottom of the leaflet and another cropped image of a property of the companies’ portfolio, partially finished as the status report suggests. The poster uses the same minimal style seen throughout the rest of the branding using grey again to relate to the raw materials used in building structures and its contrast with the sleek, minimal visual identity. The logo in some aspect in always present on each application.
The Blueprint plan outlines the drawings of properties in progress with the proposed extensions/builds. The drawings are produced on CAD but still use the same minimal, negative space heavy style as the rest of the brand. The logo and sub heading seen top right gives a vague overview of the content on the blueprint.
The final project can be seen in project from on my portfolio, here:
https://www.behance.net/gallery/74606813/SAR-Architects
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