STORY

I was approached by the developer to design a logo for a new multi-use urban development project consisting of both small residential units and commercial retail space. The goal of the logo was to design a clean, custom identity for marketing and signage. Both the design of the building and the design of the logo were inspired by offset and vertical stacks of books. The stacked book concept was representational of both the multiple levels of the building and also of the students and young professionals at the nearby University of Washington growing their knowledge and skills.

Contributions

  • Logo Design and production

  • Color Studies

INSPIRATION

These conceptual building exterior renderings by Johnston Architects, PLLC., showcase how the design of the building is inspired by offset and vertical stacks of books. The Stax identity project aimed to continue with the inspiration of these book stacks and building attributes and incorporate them into the design of the logo.

Concept images from the architect showing how the new exterior renderings of the dwelling are inspired by offset stacked books resembling the offset floors of the building.

CONCEPTS

Quick hand-drawn brainstorm sketch concepts, some of which were later converted to digital.

Hand-drawn sketches in a spiral bound notebook sitting on a table next to a cup of coffee and black pen.

Logo ideas refined to digital monochromatic concepts

An example of digital perspective construction lines for accurately crafting the logo’s symbol

The construction lines and the horizontally staggered vertically stacked boxes making up the logo symbol being drawn in perspective mode in Adobe Illustrator

Final direction with monochromatic logo concepts for selection.

Final logo concepts for The Stax, option A.
Final logo concepts for The Stax, option B.

COLOR STUDIES

Colors blocks arranged around the images the colors were pulled from. Photos include sunsets and exterior shots of buildings using warm yellows on the light side and transitioning to darker grays, blues, and purples on the dark side.

FINAL LOGO AND COLORS

Final logo in dark gray with yellow accent. Colors are profiled adjacent to the logo along with inspiration where the colors came from
The final logo in full color used on a conceptual entrance sign above the door
The final light color logo placed on a glass door in white with an orange accent color