SPGD creates a subliminal, subtle and sophisticated identity system for Field Office Architecture
Victoria-based architects Field Office Architecture (FOA) pride themselves on producing meaningful work that thrives in simplicity and endurance. It was this ethos that Melbourne-based design studio SPGD were determined to create a clear vision for when they first approached FOA to redesign their existing identity.
With intention to maintain a stripped-back clarity alongside a sincere depth and understanding within FOA’s identity, SPGD created a sophisticated yet subtle underlying grid system that reveals itself gradually as the brand develops. Not needing to scream about all the brand’s capabilities immediately, SPGD’s design creates a sense of subliminal intrigue, interest and consideration. This comes as a result of the three core principles that SPGD determined for the brand; understated, grid and system. This is applied across the brand from business cards and letterheads to their website and hard-helmets.
The dynamism of the identity is apparent in FOA’s logomark, with the abbreviation an early element implemented by SPGD, which comes to life to reveal itself – in doing so representing the process of FOA growing from one thing to another. The identity has a monochrome, timeless nature to it, a feeling of familiarity within the architecture lexicon, however, presented with a fresh contemporary edge resulting in a charming and memorable identity.