Northedge Architecture – Brand strategy + development

Northedge Architecture are a Manchester based practice. They approached design studio Superfried to develop their brand strategy and identity. During the discovery stage it became very apparent that the client was seeking a very modern style. With this in mind, a clean geometric approach was adopted while developing the logo marque. Various interactions were investigated leading to an abstract N, which via negative space, simultaneously enclosed the presence of a hidden floor. Tests were conducted to ensure it was sufficiently versatile to develop a graphic language. This led to geometric tile patterns and abstract cityscape forms. With the logo in place, work started on the logotype. The name was problematic since it contained additional words within – the and hedge – which could hinder legibility. Tests showed this issue was reduced via the use of uppercase rather than lower. To further reduce the risk the weight of the bespoke letterforms was progressively reduced through the word to create emphasis on the word North. With the logo + logotype in place lock-ups and variations were developed and tested to cover all scenarios. To maintain the clean, geometric style use of the 45 degree angle from the logo was combined with a minimal style for all communication layouts. To create further brand distinction, in addition to the graphic devices, a set of bespoke numerals were also designed. Once again making use of the angle. For the typography research led to the selection of a clean geometric sans typeface – Neuzeit Grotesk. The limit of just three weights would ensure typography could not become cluttered. This typeface also had a slightly narrower form than the others tested, in-keeping with the condensed logotype and leading to greater real estate efficiency across devices. Moving onto to palette selection it was important to create the opportunity for standout or restraint. Black and white created bold, sharp contrast, but since architecture creates spaces for people, this felt too cold. A softer, dark grey was brought in as the neutral base. Various options were then tested for the highlights leading to a final selection of a warm mustard and burnt orange. Palette devised, it was now possible to develop brand-led assets to ensure the identity system would be sufficiently robust.