Fellow Inc. develop a warm, classical identity for the renovated flats in the St. Louis County Jail
Formerly the St. Louis County Jail, Leijona (Finnish for ‘lion’) sets a new bar for urban living in Duluth, Minneapolis. With 33 newly redeveloped boutique apartment units, the iconic local landmark promises a new story for ‘a storied space.’ Helping to convey this renovated building’s new chapter, fellow Minneapolis-based branding agency Fellow Inc. have created a compelling brand that aims to convince people to voluntarily live in a former county jail.
“Right away we took note of the dignified lions etched into the corbels,” Creative Co-founder Eric Luoma recalls. “They signal the brave spirit of Duluth, an industrial city formed in part by Finnish immigrants on the icy shores of Lake Superior, and inform its new namesake.”
The building’s neo-classical style was the primary source of inspiration for the design direction. For one, Luoma tells us, “the custom wordmark is a symbol of responsibility and integrity, featuring the refined neo-classical lettering straight from the building’s bricks.” Likewise, as if constructed by bricks, each syllable within the primary logomark sits within its own modular block. “This modular design allows for maximum flexibility, allowing the logo to effortlessly adapt to different contexts and uses,” Luoma continues. “To offset the historic and stoic feel of the building, we went with the playful and practical Lemur font by TIGHTYPE. It’s the perfect balance of approachability to add a touch of quirk to the otherwise traditional logo.”
To unify the visual language, Leijona’s colour palette of warm neutrals draws from the lobby’s terrazzo floors. Led by a pair of elegant and calming green hues, the overall look is smart and inviting.