Case study:

Proposal for a modern rebrand — refining the past

Project background

Challenge & Solution

An office building in Toronto was looking to rebrand. It had previously been experimenting with it’s brand, resulting in competing visual identities. Instead of completely overhauling the building’s existing brand, its visual identities were refined and imagined as new logos that built on its past.

Outcome

Two potential logos were developed from existing visual identities. The original identities were simplified to focus on typography. By maintaining a sense of depth, the logos were still able to reference the original brand’s theme, “access”.

Additional options were developed that incorporated imagery of the property.

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