Context
Architecture is, by its very essence, an expression of culture. An architect puts their heart – and a bit of their soul – into every structure they design and erect. So when the Annecy-based agency underwent a change in leadership, a brand revival was necessary. The firm’s owner and founder, Benjamin Blanc, knew that his approach needed to be embodied in the new brand identity. We found ourselves, for once, in a reversal of roles, as Hymn was brought onboard by Mr. Blanc to bring his vision to life.
Services
Strategy
Naming
Brand Identity
Design System
Printed Collaterals
Webdesign
Motion Design
Credits
Newglyph (Font Crystal)
Pure Illusion (web developement)
Challenge
Every brand identity needs a strong foundation. Creating a branded platform means understanding a brand’s DNA and taking a deep dive into its name, values, culture, and messaging… and then reworking all of that into two-dimensional words and images. While no three-dimensional work was required for this project, the brief was nevertheless highly specific. The firm wanted to position itself as an established but accessible avenue to contemporary architecture, radiating their passion for design and innovation with the multifaceted energy of a start-up company. Distinct, radical, confident, minimalist, and clean. Compromise was not an option.
Solution
Agency 88 becomes BBAU. Going from two numbers to four letters, which form the acronym for Benjamin Blanc Architecture and Urbanism, was an obvious choice. But when put down on paper, stacked vertically, we were surprised to find that the double “B”s took on a whole new dimension. They are both imposing and impressive. The acronym instantly became much more than a collection of letters. Although only a few centimetres tall, it feels monumental. The simplicity of the superposition gives the new logo volume, power, and modernity, all while harking back to the architectural aesthetic that the firm embodies.
The singularity of the acronym is intensified by the use of a “variable” typeface – a new generation of fonts without explicit distinctions between weights and styles, which can be modified down to the millimetre. La Crystal (designed by NewGlyph) takes cues from Helvetica but goes even further, establishing itself firmly as an excellent choice for years to come.
Per usual, we made sure our proposal was dynamic and could easily adapt to different mediums. For digital channels, we played with the perspective to create 3D effects of animated cubes that rotate and turn to form a closed loop.
Milestones
- Establish and confirm the company’s positioning and values
- Find a new name and create a visual identity that embodies the work and vision of the founder
- Design an authentic visual identity that will help the firm stand out from the competition
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Hymn Design Sàrl
Rue de Lausanne 64
1020 Renens — Switzerland
