Village Green’s identity for BGY challenges the traditional architecture practice aesthetic
Buckley Gray Yeoman is an award-winning, London-based architecture and design practice that operates in the fields of heritage, workplace, education and retail. Over the years, the practice has established a reputation for uncovering ‘unanticipated opportunities’. Local design studio Village Green was tasked with rebranding the practice to better reflect its design philosophy and represent its growth from a small group of friends in 1997 to a team of over 100 today.
Whilst establishing a new eponymous wordmark to reflect the firm’s heritage and experience, the new identity embraces the ‘BGY’ acronym – a moniker by which the practice has been informally known amongst clients and colleagues. While the uppercase wordmark is designed to take a subtle place within the larger identity system, the acronym intends to provide character, warmth and familiarity.
The new approach combines a conversational balance of typography, layout and colour that challenges the grid-focused, black and white aesthetic common with many architectural practices and instead employes an engaging and vibrant editorial direction that feels refreshing for the industry.