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New Logo and Identity for Uraiqat Architects by SYNTAX
 

before

after

Noted Nov. 30, 2018 by Armin

Industry / Architecture Tags /

About

(Est. 2009) “Uraiqat Architects (UA) is an architectural and interior design firm based in Amman, that works on a wide range of project types and scales including commercial, retail, residential and cultural. Its focused on producing designs that are highly innovative and yet technically efficient by integrating contemporary design technology in its design process, as it supports the firm’s belief in providing customers with the best product and service with maximum efficiency. UA handles all stages of design, from conceptual and idea design, to engineering drawings and documents, along with construction management and supervision. For that it has developed a methodology that is based on finding optimum solutions for the design parameters. This methodology stems from the firm’s awareness of the necessity of establishing equilibrium in the complexity of the design and construction processes.”

Design by

SYNTAX (Amman, Jordan)

Related links

SYNTAX project page

Relevant quote
As we started to develop the visual identity of UA, we moved between extremes. Do we represent the firm through an iconic symbol? or do we develop a non-logo: a visual pattern that becomes the design language of the brand?

We opted for the latter. A visual identity based on a design system which places the letter U (for Uraiqat) and A (for architects) at the two furthest corners of an object, publication or surface that needs to be branded, with repeating typographic sequences strung between the two extremities.

These strings represent the architectural journey between extremes. On another level these string of code can be seen as architectural patterns, or even as the underlying ‘code’, the programmatic method, that underlies UA’s design work.

SYNTAX project page

Images (opinion after)
New Logo and Identity for Uraiqat Architects by SYNTAX
Logo.
New Logo and Identity for Uraiqat Architects by SYNTAX
Stationery.
New Logo and Identity for Uraiqat Architects by SYNTAX
New Logo and Identity for Uraiqat Architects by SYNTAX
New Logo and Identity for Uraiqat Architects by SYNTAX
New Logo and Identity for Uraiqat Architects by SYNTAX
New Logo and Identity for Uraiqat Architects by SYNTAX
Office interiors.
Promo video.
Opinion

We don’t get much — and by much I mean none — work from Amman, Jordan, so I thought that even if the client doesn’t quite fit our criteria for posting it would be a good start in showcasing some design work coming from there. (Also, Uraiqat’s work is pretty nice and worth checking out.) The old logo could have been not terrible were it not for the kerning in the name that made it read like “UR AIQA T” but the font was kind of interesting. The new logo goes for a monospace approach and it’s mostly fine but there are some distracting counterspaces in there that break the rhythm of the long name. However, given the visual language the logo lives in, with the symbol pattern around it, it all blends in. I visually like the slashes and brackets and colors and hyphens but I’m not sure how that relates to either architecture or to the particular architecture style/approach of Uraiqat. I do like the concept of having the “U” and the “A” separated by all the stuff as a metaphor for process but the stuff is confusing in that it looks like it might mean something but it doesn’t. The image with all the print applications looks great but I’m not sure it’s great for an architecture firm.

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Logo Before & After
Sample Application

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