BUILD­ING AN AR­CHI­TECT’S IDEN­TITY

Tom Rogers of­fers some point­ers on how to com­plete work for ar­chi­tec­tural clients

Computer Arts - - Project Diary -

FIND WHAT’S UNIQUE

All ar­chi­tec­tural firms are dif­fer­ent, cater to dif­fer­ent sec­tors and have a dif­fer­ent de­sign ethos. Fo­cus­ing on what makes the com­pany dif­fer­ent will help you for­mu­late a more rel­e­vant brand­ing so­lu­tion that’s un­like their com­peti­tors.

BE­YOND LO­GOS

Ar­chi­tec­tural prac­tices are well known for their beau­ti­fully sim­ple lo­gos, but the wider iden­tity de­sign work rarely does any­thing too dis­tinc­tive. Find a rel­e­vant visual lan­guage and tone of voice for your client in or­der to help dif­fer­en­ti­ate.

LET THE PROD­UCT SPEAK

You want peo­ple to re­mem­ber your client’s in­cred­i­ble-look­ing build­ings – the brand­ing is just the ve­hi­cle. This is why min­i­mal de­signs work in this sec­tor. Fewer el­e­ments means greater scru­tiny, how­ever, so they need care­ful con­sid­er­a­tion.

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