The architecture studio Factor—ia commissioned us to redesign their identity just at a time of change.
They were evolving from an architecture approach based on research and ideas to the realism of a powerful architecture firm with projects in collaboration with major construction companies around the world.
In the brand before the redesign, it was played with the final letters "ia", enclosing them in parentheses. The reason is that they were the initials of the words research and action, which defined the ideology of the study.
Our intervention respected that game, but joining and separating the word at the same time through a long script.
On the other hand, we created a descriptor for the brand that would align it with the new objectives of this stage. "Architecture & Urban Planning Office" was trying to position the study away from the most experimental proposals to bring it closer to the large studies of global architecture and urban planning.
We decided to create a symbol that would connect the whole identity and, above all, that would serve as a starting point to develop an open identity system. With this idea, we design a linear symbol, a letter "F" but playing with the concept of three-dimensionality. So we put the letter in perspective and made it cast a shadow on a floor.
La dirección de arte y fotografía del proyecto la hicimos con la idea de representar el trabajo de Factor-ia desde una perspectiva natural y cotidiana.
The study had the need to give personality to each project and each proposal they create. With that determination we create a system based on the previous grid and the shapes generated for the symbol. With these rules we could generate an infinity of symbols that would serve to identify each work that leaves the study.
An arbitrary symbol would correspond to each project, which can remind a plant of a plan, lines, gaps ... We also decided that each project would correspond to a unique code preceded by the letters FAC, in clear tribute to the system created by Peter Saville for Factory Records .
