A brand is a company’s identity. Over time, it may evolve and develop due to changing needs or a shift in corporate direction but its rationale as a brand usually remain consistent.

Change within an organization does not necessarily mean change of branding as well. Brand modification can be done for refinement or to keep up with the aesthetics of the time. A logo, often referred to as a corporate signature, plays an important role in the ability of a brand to be retained in one’s mind. Although logos are only a form of a brand, it greatly impacts in distinguishing the identity of a specific product, service or concept that is being promoted.

Let’s take a quick look at Casas+ Architects. The firm desired to re-establish its identity especially after it chose to specialize on the following services: expertise in architecture, urban and master planning, and interior design.

The old logo represented Casas+ as standing out from the rest of the architectural firms, thus the hollow circle among the dots in the logo. The new logo now (see image 2) depicts better the personality of the firm – with the use of subtle grey which represents a calm, yet stable firm headed by Carmelo Casas and his leadership team, the new logo now utilized colors to represent itself better, as well as use fonts that promote them as a more modern firm that can keep up with the times and trends of architecture and design.
The logo is also visualized in a vertical orientation with 25 dots – which depicts buildings, balance, and stability – qualities of an ideal architectural firm. With a cyan dot in the midst of a 25 dot matrix – symbolic of the field they are in – one can truly see that Casas+ Architects is indeed a stand out among the rest.

For more information about Casas+ Architects, visit www.casasarchitects.com for the firm’s website designed by BrandSpeakAsia.