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Case study · Branding

The new identity of AA Arquitectos.

Abstract

AA Arquitectos presents itself as a studio whose line, minimal by nature, adapts to and emerges from the environment in which it is created.

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    Case study · Branding

    The new identity of AA Arquitectos.

    AA Arquitectos · Design

    Abstract

    AA Arquitectos presents itself as a studio whose line, minimal by nature, adapts to and emerges from the environment in which it is created.

    § 1 The problem

    Think

    Its minimalist line, which draws on the sobriety and purpose of the place, served as the inspiration for this rebranding, which meant building an identity that would be, in itself, an exercise in architecture that begins with a single stroke.

    The AA Arquitectos logo in dark grey on white: the symbol of two As and the word “Arquitectos”.
    Fig. 1 The logo.

    § 2 Where the idea came from

    Think

    The aim was to balance minimalism with sensitivity, resulting in a brand that, we hope, will carry the studio for many years.

    Two concrete volumes under a side light: a tall block with an opening at the bottom and a cube set against it.
    Fig. 2 The symbol in volume, in concrete. Render.

    § 3 First, the idea that gives form

    Experiment

    Across the various proposals, the AA symbol stops being just an acronym and becomes a visual manifesto. Exploring the dialogue between positive and negative, the brand rests on a balance where nothing is decorative and everything is structural.

    Two cubes and a tall block drawn only by their edges, in lines of light on a dark background.Two cubes and a tall block, up close, drawn only by their edges in white lines on a black background, with light where they touch the ground.
    Fig. 3 The symbol in edges only, from a single stroke: from afar and up close. Renders.

    § 4 Building the symbol

    Create

    The brand joins two As, one solid and built and the other cut out of the void, yet to be built. A union that also symbolises the partnership between Adriana and André.

    The logo in light grey with the vertical and horizontal lines that align the symbol and the word “Arquitectos”.
    Fig. 4 The alignment lines of the symbol and the word.

    § 5 Technical information

    Create

    The result is a direct, easily recognisable visual identity that communicates the essence of the studio in a simple and timeless way.

    Colours
    Pantone 19-3911 TCX Black Beauty · Pantone P 179-2 C
    Versions
    Positive and negative
    A Pantone 19-3911 TCX Black Beauty swatch on a dark stone surface.A Pantone P 179-2 C swatch on a light concrete wall.
    Fig. 5 The two colours, Pantone 19-3911 TCX Black Beauty and Pantone P 179-2 C.

    § 6 Final work

    Create

    The AA symbol in volume, in concrete, wood, dark stone and metal, up to the white logo on a dark background.
    Fig. 6 The logo in motion: the symbol in concrete, wood, stone and metal arrives at the logo.
    A black tote bag over a shoulder, with a white rectangle at the bottom, in front of a concrete wall.Two cups on a concrete wall: a white one with a black rectangle and a black one with a white rectangle.
    Fig. 7 The brand applied: black tote bag and white and black cups. Simulations, not photographs of real applications.

    § 7 People involved

    • Nuno Serrão, Creative Director
    • João Viveiros, Designer
    • Andreia Rodrigues, Designer

    § 8 Other areas of the project

    Contacts

    Phone
    965 723 315
    Email
    info@urbanistas.pt
    Address
    Startup Madeira, EV 167, Campus da Penteada, 9020-105 Funchal
    Instagram
    @urbanistas.pt