Mariana Tormen Haiduk
Mariana Tormen Haiduk is an up-and-coming architect in the state of Santa Catarina. Up till recently, her career was based on collaborations with other architects and architecture firms. In 2012, she decided to open her own firm and hired Estúdio Alice to create her visual identity.Alice tried to identify if there were recurring elements in Haiduk’s architecture projects. This would be essential for her logo. Then we found out she has a lot of styles, so our challenge became to define this variation in graphical form. Even though we had lots of reference work – and therefore too much information – we achieved some design values by simplifying forms, choosing a very polished font and attributing some personality to the icon, based on Haiduk’s initials. We wanted more than a logo – we wanted a signature. We went for high-contrast colors, with a touch of handicraft, organic and, when necessary, customizable elements. It’s Haiduk’s way of saying that each architecture project should be singular.