Building the brand.
Located in Center City, Philadelphia, Logan Lofts is a community of conventional loft apartments in an historic building formerly home to one of the United States’s oldest manufacturing companies. They wanted a brand that would reflect both the history of the building as well as a sense of modern sophistication and style. With this in mind, we created a logo with a color palette of rich gold, deep green, and navy, and we constructed the design to reflect the unique windows that define the building’s architecture. To add extra relevance to the historic building, we brought in references to the rich history throughout the marketing collateral. We balanced a modern, sophisticated aesthetic with the story behind the brand without causing the branding to feel dated. The final product was a modern, refined brand that gave appropriate homage to the building’s historical roots.