Ingrid Picanyol Studio’s flexible identity system for CMV Architects is crisp, clean and concise
Barcelona-based Ingrid Picanyol Studio have rebranded award-winning practice CMV Architects, distilling the internationally-operating company’s 25 years of industry-leading experience into a refreshing, flexible identity. Due to its unique set-up, whereby CMV Architects have the scale of a large company with the working practices and personality of an individual creative, Ingrid Picanyol Studio sought to embrace this duality through the lens of variability and coalescence.
Beginning with CMV Architects’ wordmark, characterising the initials of its founding partners, the monogram merges the last two letterforms, implying a sense of unity between client and company as well as portraying expertise, enthusiasm and flexibility through its adapting form. This variability allows the wordmark to stretch and shrink according to its application, enlivening the stark visual language of the identity through its movements and the theme of contrast.
This theme is further supported by the inclusion of Displaay’s mono-linear geometric sans serif, Roobert, as the hero typeface. “We selected the Roobert font because of its squared and rounded terminations,” Picanyol tells us, mirroring the typeface’s precise, methodical manner across the brand’s responsive grid system.
Puncturing the primarily monochromatic identity is the selective choice of colour that appears across digital spaces and printed materials. “For the palette, we selected colours from the projects that work well with the project images,” Picanyol concludes, using the orderly hues carefully, whereby their inclusion offers a sense of personality and surprise whilst keeping CMV Architects’ brand crisp, clean and concise.