The challenge at hand for LSW was this : how to communicate why they approach their work in their unique way. For them it’s not just about building for function, but it’s building for humanity, for living. Architectural work is linear, yes, but for LSW it’s creative, relational, intentional, and has the potential for greater impact on communities.
To visually represent LSW’s culture, they needed a logo with depth of meaning, something that showed the marriage of the right and left brain thinking, and that would communicate collaboration with transparency. Their holistic architectural approach merges creativity and discovery with science and engineering, the same approach used in their custom proposal materials. Stripped of anything bland and sterile, this piece is instead filled with rich colors and textures. More so, it tells their story, outlines their approach, gives nod to both the linear and the innovative.
The LSW identity concept was inspired by the brand distinctions at the core of their business – innovation, depth, clarity, and community. It’s a beautiful, functional unity of left and right brain thinking with a vibrant, dynamic color scheme and angular typography.
There’s a remarkable amount of depth and meaning in the icon:
The strong, angular geometry conveys structure and unity using asymmetrical balance and reinforces the idea of building something together that wouldn’t be possible alone. It communicates the holistic nature of both left-brain and right-brain thinking. It conveys an out-of-the-box sensibility that allows freedom to explore and innovate new ideas.
Modern and geometric, this sans-serif approach to the typography conveys a modern, forward-thinking mentality.
It acknowledges our tradition and history but also imparts a willingness to embrace new ideas. The typography has been manually altered to reveal a dynamic angular element so that the 3 letterforms more closely interlock. The LSW letterforms are visually diverse (the L, the S, and the W have drastically different widths, shapes, and weights) so this customization speaks to both the diversity and interconnectedness of our community. It also alludes to the fact that LSW views our work from a slightly different angle. The “LSW” name differentiator carries the dominant visual authority and “architects” serves as a secondary industry identifier.
The LSW brand is worthy of a vibrant, dynamic color scheme that reveals its personality and character.
This color scheme is playful yet wise, warm and cool at the same time, with varying tints and shades to communicate the depth and transparency behind the name. The mark utilizes a dark gray for the type, instead of black which seemed to heavy and didn’t create the kind of approachability we’re looking to convey. The lighter 50% gray is used for the industry identifier and a darker 80% black for the name differentiator.
To continue the LSW brand into the day to day, professional digital letterhead and vibrant, unique business cards were crafted. They mimic the style of larger pieces of their branding and make a powerful first impression.
A complete and impactful presentation of their story, style, and services, the LSW proposal kit hits the hammer on the head, so to speak.