KMARANAOMI

       

Refresh the firm's visual brand to communicate Perkins & Will's long-standing commitment to design excellence. 

Known for their balance of art and science, modernism and invention, the new brand reflects that duality and their legacy. It should have staying power and strength to be current and modern, yet timeless. We developed an approach that establishes a core brand (referred to as the A-side), which would be unchanging and based on classic design sensibility. The anchor of the core brand is the new brand mark. The identity needed to work harmoniously with the brand system, aligning with the bold, geometric styling of the new elements. A flexible and ever-changing library of color applications and graphic devices (referred to as the B-side) provides a layer of expression that can be applied to the core brand.