Attune Architecture Branding
We worked with Attune Architecture to produce a robust brand system that represents the company's ideals. Attune focuses on thoughtfulness, a thoughtfulness in which everything is carefully considered and has a purpose. In a way that is approachable and receptive, not elitist or overly intellectual. The branding was designed to be thought out, but simple enough for anyone to understand. To allow for a harmony between the simple and the complex.
Deliverables
Project Type
Branding
Client
Attune Architecture LLC
Team
Luke Rusnac
Logo Design
The attune logo is incredibly simple at first glance, but is designed to feel understated and intentional. This is to allow the work of the architecture firm to take precedence, as well as be a visual representation of the brand's philosophy of the harmony of simplicity and complexity. To showcase the brand's ideals of harmony and receptivity, the design uses connected letterforms and fluid linework.
Branding
The brand system was guided by 4 keywords: approachable, thoughtful, receptive, and harmonious. The brand’s overall visual language is based on being understated, but intentional. Graphic treatments are represented as such, being reserved, and carefully considered. Use of delicate, fluid linework and lowercase sans-serif typography allows the visual system to feel modern and elegant but not imposing or sterile. The brand's color is warm and energetic, without being bold or loud. It's all based on a delicate balance of design decisions to craft a complete brand identity.
Brand Book
To finalize the brand system, a brand book was produced and supplied to the client. The brand book serves as an easy-to-reference document with all of the necessary tools to follow the brand standards. Making it as easy as possible for the client to produce new brand materials that are cohesive with the brand identity.
