The Brand Identity

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High Tide brands Williamsburg office block 25 Kent, referencing its irregular stacked forms

25 Kent is the largest commercial building in Williamsburg, New York. It was designed by Hollwich Kushner and Gensler as an irregularly stacked office block with a brick facade that echos the factories and warehouses of its surrounding location. Everything one might need to live, work and play in the modern world – workspaces, floor-to-ceiling windows, retail shops and cafés – are all packed under one colossal roof.

The developers behind the project, JLL and Rubenstein Partners, commissioned local studio High Tide to create the brand for 25 Kent from the ground up, including the visual language, website, photo and video shoots, and social media.

The centrepiece of their solution is the 25 icon, which uses symmetry and consistent forms to represent the block-like nature of the building. The custom 25 Kent wordmark also references the tiers of the architecture through a series of straight 90 degree angles within the letterforms.

Optimo’s squared sans serif PX Grotesk is used as the typeface throughout the brand, with its hard lines providing a balance with the imagery, wordmark and icon. Colours are kept intentionally sparse – again in reference to the building. Black and white is peppered with moments of tan (wood), grey (concrete) and terracotta (bricks).

Typeface: PX Grotesk by Optimo Type Foundry

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