Opposite to the classical real estate brandings that are directed at the potential buyers and tenants, the goal of the QAH in Berlin-Mitte was to give the development process of an entire urban district a friendly face. All stakeholders should engage in an open-ended, public-focused process that emphasizes social and ecological responsibility, rather than yielding to investor-driven pressures.
The new logo embodies exactly this requirement. The closed block mediates stability, security and size, while the word mark stays light and agile. The prominent “A” radiates digitality and posesses simultaneously a strong architectural character, while the “R” gives personality and ties it with the old word mark. The key visual conveys spatial depth and a holistic, process-oriented approach.
The color scheme, inspired by the architecture, flows seamlessly from cool, factual tones to warm, natural hues, exuding modern elegance. The imagery stays calm 'tone on tone'. The Hero-Video on the starting page highlights internationality and the theme Real Estate.
Angetrieben von strategischem Denken und gestalterischen Instinkt, erschaffen wir zeitgemäße und prägnante Identitäten für Marken und Unternehmen; visuelle Kommunikation, die ihr Ziel nachhaltig erreicht und digitale Auftritte, die viel mehr als nur „Hallo“ sagen.
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