BUILDING MATTERS BRAND
Through Do Good Work, Synecdoche designed a branding package pro-bono for local nonprofit Building Matters Ann Arbor. Building Matters Ann Arbor offers architecture tours around Ann Arbor and educational workshops with the goal of creating more conversation about and appreciation for Ann Arbor's built environment.
Synecdoche designed the brand to be straightforward, open, and bold. The brand elements are multifunctional with the potential to evolve as the nonprofit grows and expands.
The leading logo references both a building profile and a chat box. This double logo emphasizes a dialogue between different constituents of the community regarding the built environment, as well as related educational programs.
The location specific logo allows for an adaptable approach to expand the company’s reach to different cities.
The chat box allows for the labeling of specific programs as a way to signify the communication and open dialogue of the organization. The building profile rotated 180 degrees makes for a direct connection to the logo while having its own place in the branding.
Borrowing from the horizontal and angle of the logo, the label is an extension that operates like the leader line of an architectural drawing set but also the call-out notation on a map or direction or routes of a transportation map. This ubiquitous notation is flexible for third tier labeling and branding use.
