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New Institutional Type for American Institute of Architects by Pentagram

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Noted Jul. 2, 2014 by Armin

Industry / Culture Tags /

About

(Est. 1857) “Based in Washington, D.C., the AIA has been the leading professional membership association for licensed architects, emerging professionals, and allied partners since 1857. With nearly 300 state and local chapters, the AIA serves as the voice of the architecture profession and the resource for our members in service to society. We carry out our goal through advocacy, information, and community.”

Design by

Pentagram (New York, NY; Michael Bierut, partner)

Related links

Pentagram project page

Relevant quote
The custom font, AIArchitype, was designed by Bierut and Pentagram designer Hamish Smyth, and drawn by type designer Jeremy Mickel. Crafted from a hybrid of two classic sans serif fonts, Akzidenz Grotesk and Trade Gothic, it is intended to combine neutrality and distinctiveness. The choice of sans serif allows for the broadest range of interpretations and inclusivity, appropriate for an organization that is meant to represent a large community of design professionals in the 21st century. At the same time, the typeface has a distinctive capital I, which sits in the middle of the AIA monogram, and suggests a Doric column. The narrow serifs on the I carry through to many other horizontal typographic elements, such as the bar on the letters E and F. The program retains the AIA's established color palette of black and red.

Pentagram project page

Images (opinion after)
The new AIA Manifesto.
New Institutional Type for American Institute of Architects by Pentagram
Custom type family, AIArchitype, a merger of Akzidenz Grotesk and Trade Gothic.
New Institutional Type for American Institute of Architects by Pentagram
Type sample.
New Institutional Type for American Institute of Architects by Pentagram
Identity applied to the 2014 AIA National Convention in Chicago.
Opinion

Correction: The AIA monogram in the new typeface is NOT the new logo. For now, it's simply a use of the new type family. The opening image and title of the post have been updated. Apologies for the mis-information.

I really like how this takes the AIA from a boring, black turtleneck institution to something with an actual pulse. The logo and custom font are a little uncomfortable, in a good way, in the sense that they add an unexpected visual tone to the more formal institution. The type reminds me of Peter Bilak's Karloff Negative with their exaggerated thicks and thins.

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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