Formation Architects
A new identity that merges the visual and conceptual.
Part 1. Visual Identity
All brands have a colour.
Coke, Kellogg’s, Vodafone is red. IBM, Ford, Nokia is blue.
Formation Architects is green.
Any green, a collection of greens + a tiny bit of gold (a highlight)
Green is the visual devise that links everything together;
A green envelope, paperclip, packing tape, pen, folder, plant, apple, book, bathroom hand towel
Part 2. Conceptual Identity
Equally important to the visual identity is the conceptual identity.
Gordon observed that in client meetings, the people wearing suits glaze over when the poetic/creative part of architecture is discussed, but switch on to facts like sq footage and volumes etc.
Point for Reflection is a constantly growing list of facts, questions,
comments and ideas, designed to excite, stimulate, engage, challenge, amuse, inspire, start conversation, challenge ourselves and clients.
Eg.
- There are 18,600 bricks in the average 2 bed house,
if laid end to end they would stretch over 4,000 meters
- The highest and widest masonry dome in the world is still
the Duomo in Florence. It was completed in 1436.
- A 30’ high replica of Big Ben stands outside Victoria Station.
It is known as Little Ben.
- Water consumption in the UK is approximately
100 litres per person per day
Every correspondence, letter, email, fax, project report, competition
entry, folio presentation, visit to the website, has a Point for Reflection.
Compiling Points for Reflection?
Point for Reflection are constantly collected from everybody who wants to participate. Everybody is encouraged to contribute one each week. People who are applying for jobs are asked to send Point for Reflection with their application.
At the end of each year a book that compiles the Point for Reflection
will be made and given as a new year gift.
Application of Identity
The two parts; visual, and conceptual, unify all things as diverse as the front gate, a business card, a letter, the website, a project report.
A pallet of consistent elements work together to form the backbone
of the identity. Helvetica, white paper, one type size, gird etc.
The new identity is expressed in all areas of the company.
Everything is considered.
Green Collections
- Existing stationary, folders, files, tape, clips, pencil sharpeners, rulers
- Chairs, an eclectic collection of design classic, Eames, Robin Day etc.
- Bikes all green frames, Brompton, Moulton, Condor fixed wheel
- Books, reception library
- Litter bins
- Non flowering green plants
- Green apples
Gold Details
Front door handles
Light switch
Tea spoons
Zip on black leather portfolio case
Table legs