Acute Building Design

Brand Identity & Strategy

Year:

2024

Category:

Brand Identity

Client:

Acute Building Design

Project Overview

Acute Building Design is an established, well-recognised architecture design firm based in the South West of the UK. After 16 years in business using the same self-made logo, the firm was ready for a refreshed brand identity that reflected its experience, professionalism, and forward-looking approach.

As part of their work with us, Aspect Studio completed a full brand identity overhaul, accompanied by social media templates and a brand new website ready for launch.

Our Approach

The firm had been operating using its original logo, created by the founder 16 years ago. While it has served them well it its early years, the design no longer reflected the reputation, scale, or professionalism the company had since achieved. The logo felt dated, lacked flexibility across modern applications, and didn’t capture the precision or creativity at the heart of architectural design.

With clients ranging from private homeowners to large-scale developments, the firm needed new and comprehensive brand identity that would feel credible and contemporary in both digital and print settings. The challenge was to create a brand that could stand confidently alongside competitors, while still paying homage to the technical, structured nature of architecture.

the outcome

Finding inspiration in the angular nature of technical drawings, and championing the hand-crafted roots of planning and architecture, we created a structured and bold monogram design reflecting the letters ‘ABD’ for Acute Building Design. The use of sharp angles and triangular shapes helps the letterforms reflect common shapes found within design and planning, like roofing, insulation, and building cavities.

To compliment the monogrammatic style we used Bricolage Grotesque as the identities typeface - a strong, technical sans-serif font that adds clarity and modernity to the brand system. Keeping true to the firms roots we kept the blue colour palette - as was employed in the original logo - but deepened the primary blue to a more royal tone to instil trust in the audience. We extended the accompanying colours to include slate greys and lighter blue tones to capture the technical essence of architecture and ensure cohesiveness across all brand touchpoints.