Branding
Morrow Studio
An eleven-person architecture practice whose work was consistently better than the way it was presented — three logo variants in circulation and no agreement on which was current.
- Client
- Morrow Studio (placeholder client)
- Role
- Brand strategy and identity design
- Year
- 2023
- Category
- Branding
- Brand strategy
- Logo systems
- Brand guidelines
The challenge
The identity had to survive an unusual range: a 4m site hoarding, an A3 tender document, a 44px app avatar, and an engraved brass plate. Most marks that work at one of those sizes fail at another.
The approach
- 01
Ran a positioning workshop with all eleven staff to find the language they already shared.
- 02
Designed a structural monogram with three defined sizes rather than one mark scaled up and down.
- 03
Paired it with a single typeface family and a strict two-tone palette to keep documents cheap to produce.
- 04
Delivered a nine-page guideline anyone in the studio can follow without a designer present.
The outcome
One identity now runs across hoardings, tender documents, signage, and digital profiles. Two years on, the studio still produces its own collateral from the guideline.
Results
Placeholder figures. Replace with measured results before publishing.
Gallery
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