Andreas Schumacher from Tettnang is a man of many talents: As an architect, he is the managing director of “teba”, a company that operates in the fields of real estate, residential construction and property management. At the same time, he manages a modern architectural office: architekt S. The external image of this office no longer suited this equally likeable and quality-conscious team, at the latest after the move to new premises. The client’s trust in our creativity enabled us to really start from scratch with the corporate redesign.
In search of a formally clear identification element, we examined the initials A and S and placed them graphically reduced in the context of building: a house, a street, both combined, pseudo-perspectively tilted. The letter S seemed even more important to us than the A, since it stands solitary in the name of the office. Therefore, from the too complex combination of A and S, we detached only the S and discovered the special effect of the “negative space” of this representation, that is, the image that our brain completes when we represent only the “tanks” within the two S-arcs.
The result was a graphic element with the association of a building and the S, which is recognizable at second glance. In combination with the typography, which harmonizes perfectly with this, a modern logo design was created, which is quickly remembered and carries a message: architekt S is the right provider for all those who have high demands on the formal quality of architecture.