Share to
blanchette archi.design
By : blanchette archi.design en collaboration avec Xavier Savage
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update : Silver Certification
In the wake of its fifth year, Montreal-based firm Blanchette Architectes has adopted a new identity and is now called blanchette archi.design, a name more representative of what the company has become over the years.
Over the years, interior design has taken a prominent place in the firm’s offer. The management team wanted to reposition the company and identify this parity between architecture and interior design. The neologism « archi.design » clearly evokes this balance.
The flexibility of the new name allows for multiple uses and derivatives. The prefix « archi » is used, and depending on the circumstances and platforms, associates the brand with attributes such as « archi.constructive », « archi.reflective », « archi.creative », « archi.fun », etc. Variations like these make the company more attractive in the context of hiring, growth and succession. The notion of playfulness is omnipresent and this new image is now closer to the individual and has gained in sensibility.
The creation and visual production of this new identity were carried out in collaboration with the independent Montreal-based graphic designer Xavier Savage. He spent four months in residence with the blanchette team. He was able to immerse himself in the organization’s culture and adapt the final result to all presentation media, social networks, administrative documents and promotional material.
In its previous brand identity, Blanchette Architectes frequently and intuitively isolated the three T’s that hung between the words Blanchette and Architectes. With the redesign of its image, the three T’s have become detached and no longer two. Deconstructed, they symbolize the individuals who make up the firm, but also the collaborative work. An ink trap is also exaggerated in the shaft of the T, allowing the reading of a volume, not without link with the perspective of a built space. The grotesque font has also been replaced by a sans-serif font to make it more accessible and familiar.
This double letter forming the monogram is fragmented, decomposed and plays on the scale. Enlarged, the curves and serifs of the T’s become generators of a recurring texture in the application of the brand, evoking solids and voids, even a form of urbanity in plan and not without a link to the work of the designer.
This new brand identity is certainly based on a younger and more active image. The new colours were chosen to evoke both the vivacity of the firm (pink, blues and greens) and a relationship to nature with more organic and mineral colours (beige, gray, ochre and brown). The use of regular lines in presentations and stationery ensures consistency in the layout, on all platforms and expresses a fine and careful attention to the layout and details, similar to blanchette’s values in the realization of its projects.
Collaboration
