Northedge Architecture Brand strategy + development

Northedge Architecture is a Manchester-based practice and consequently required a local graphic design agency to develop its brand strategy and brand identity. They appointed Manchester design agency Superfried for the project.

During the discovery stage, it became very apparent that the client was seeking a very modern design style. With this in mind, a clean geometric approach was adopted while developing the logo marque. Various design interactions were investigated leading to an abstract N, which via negative space, simultaneously enclosed the presence of a hidden floor. Tests were conducted to ensure the creative solution was sufficiently versatile to develop a rich graphic language. This led to geometric tile pattern designs and abstract cityscape illustrations.

With a creative solution for the logo in place, work started on the logotype design. The name was problematic since it contained additional, readable words within it – the and hedge – which could hinder legibility. Tests showed this issue was reduced via the use of uppercase rather than lower. To further reduce the risk, the weight of the bespoke letterforms was progressively reduced through the logotype design to create emphasis on the word North. With the logo and logotype design in place, logo lock-ups and variations were designed and tested to cover all scenarios.

To maintain the clean, geometric style, use of the 45-degree angle from the marque was combined with a minimal style for all graphical communications. To create further brand distinction, in addition to the graphic devices, a set of bespoke numerals was also designed, once again making use of the angle.

The typography research led to the selection of a clean geometric sans typeface – Neuzeit Grotesk. The limit of just three weights would ensure typography could not become cluttered. This typeface also had a slightly narrower form than the others tested, in keeping with the condensed logotype design and leading to greater real estate efficiency across devices.

Moving onto to palette selection it was important to create the opportunity for standout or restraint. Black and white created bold, sharp contrast, but since architecture creates spaces for people, this felt too cold. A softer, dark grey was brought in as the neutral base. Various options were then tested for the highlights leading to a final selection of a warm mustard and complimentary burnt orange.

Palette devised, it was now possible to develop brand-led design assets to ensure the brand solution would be sufficiently robust.

Northedge Architecture website