Visual Identity for Aamodt/Plumb

Cambridge, MA, United States

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Visual Identity for Aamodt/Plumb

Cambridge, MA, United States

Firm

TwoPoints.Net

Type

Commercial › Office

STATUS

Built

YEAR

2015

SIZE

0 sqft - 1000 sqft

BUDGET

$10K - 50K

When architects start a business they often underestimate the importance of an effective communication strategy. At some point they think they need a logo which represents their company - something they stick on their website, business card and letterhead. It is something they like and consider suitable. It sounds reasonable, but it is a typical start-up mistake!

Lots of architects are stuck with a static logo. They invested money in something which sooner than expected became too rigid to be functional, too rigid to look good on new deliverables and too rigid to be an effective communication tool.

Aamodt / Plumb Architects from Cambridge, Massachusets and Austin, Texas were in a similar situation when they approached Martin Lorenz and Lupi Asensio from the Barcelona design studio TwoPoints. Mette Aamodt and Andrew Plumb built a solid company with an impressive portfolio of modern homes. The company had evolved from a start-up to a proper architecture firm, but their visual communication had not. They weren't able to visually communicate their evolution.

TwoPoints decided to retain the slash between their names, turning it into a flexible visual system. The slash was turned into a line, the line into a division of space, the space into a placeholder for the studio’s work. Aamodt/Plumb's sensitive use of materials play an important role in their work, as does a thoughtful attention to the design both internally and externally. These concepts played an important role in the creation of the visual identity. Additional corporate colors helped to define a unique and memorable brand.

Apart from being poor communication tools, static logos aren't able to express the methodology of an architect. A static logo expresses a state, rather than a process. Only flexible visual identities are able to evolve with the company and stay relevant and effective over a long period of time.

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Collaborating Firms

Aamodt / Plumb Architects

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Visual Identity for Aamodt/Plumb

Cambridge, MA, United States

Visual Identity for Aamodt/Plumb

Cambridge, MA, United States

Product Spec Sheet

Collaborating Firms

Team