Description: Naming, logotype design and corporate ID for OVERARC Architectural Partnerships (Athens, Greece), specializing in HORECA, providing both architectural design and consulting support.

Strategy: As a framework for developing the brand, we defined the feminine architectural expression, characterized by creativity, elegance and kindness.

Naming: For the brand name we chose the English word OVERARCH (to bridge, create an arch), omitting the final “H”, so that it also communicates as a compound word (OVER+ARC = something more than architecture), accompanied by the absolutely architectural STUDIO. Visually, the brand name is well weighted, centered on a solid ‘R’, while being enclosed by the curves of the first and last letters. Acoustically, it takes advantage of the opening with the word “OVER”, which creates a special interest in the continuation and favors the distinction of the two embedded concepts. We integrated the naming with the tagline “Architectural Partnerships”, in order to highlight the collaborative relationships that the brand cultivates with its clients.

Logotype: We designed a minimal geometric monogram, based on the initials of the two separate concepts of the brand name (O + A) and we accompanied it with the full illustration of the brand, both based on a custom typography. We developed the monogram vertically, placing the robust ‘A’ at its base/foundation and the refined ‘O’ at its top/crest. With this composition we achieved the visualization of our strategic goal: the communication of the feminine side of the brand, i.e. it communicates independently as a symbol, i.e. combined with the brand, since the curves dominate, regardless the case. Furthermore, with its symmetry and simplicity, the logo communicates the intended balance, harmony, precision and importance to detail.

Corporate identity: We expanded the brand’s visual communication with a calm and earthy identity, based upon soft colors, including business cards, envelopes, letterheads and tote bags.

Curator: Joy Condaras