What a fantastically marvelous time we live in; hundreds of architects vie for their 15 minuites of fame every day.
This onslaught leaves some of us bewildered -- developing effective ways to break through the deluge and rise to famousness. I, however, see this as an incredible moment. Since accomplishing this feat has become more difficult over the years, many architects do not even bother to make a serious effort, or worse yet, they do not do it at all.
What better moment could progressively-minded architects ask for?
With this tremendous moment comes a massive responsibility. When a brand concept gets through the clutter, the architect must not only uphold it at every contact with his customers, but it must also surpass that promise -- every time, by every image, by every method, by every system. Indeed, if a positive brand impression is not made at every contact, the odds of the architect's concept effectively getting through to that prospect again are greatly diminished, and what was an advantage becomes a more-difficult-than-ever undertaking.
Lets take a look at BIG.- (that short for Bjarke Ingels Group)
Using bright colors, retro futuristic fonts and icons reminesent of atari & space invaders, they create a clear & upbeat brand impression concept. The message comes through in every aspect of how they present themselves visually. The impression resonates from large buildigs right down to the little icons on their website. Look at how consistent the iconography and colors are:
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