• Brand Design
      SRG Partnership
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      SRG Partnership
      Brand Design
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      SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.
    • Brand Design
      SRG Partnership
      Read More
      Read More
      Scope:
      SRG Partnership
      Brand Design
      Close
      SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.
    • Brand Design
      SRG Partnership
      Read More
      Read More
      Scope:
      SRG Partnership
      Brand Design
      Close
      SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.
    • Brand Design
      SRG Partnership
      Read More
      Read More
      Scope:
      SRG Partnership
      Brand Design
      Close
      SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.