Figtree rebrands Arup Associates
Figtree London has created a new identity for architectural practice Arup Associates.
Arup Associates was founded in 1963 by Ove Arup as a joint architecture/engineering group, and is part of the international Arup Group.
Figtree was appointed towards the end of last year and tasked with developing a new identity for the practice.
Simon Myers, Figtree chief executive, says, ‘We wanted to create a lean identity system but also one that was quite robust and muscular.’
The logo is inspired both by the A in Arup Associates and by a building’s roof form. The Simple typeface is used and building photography is given prominence on the website and other touchpoints.
Myers says, ‘We wanted to respect the hierarchy of importance and we didn’t want to create an identity system that got in the way of the architecture.’
The new identity is rolling out across a series of touchpoints, including the recently launched website at www.arupassociates.com.