Yesterday (Tuesday), global architectural alliance Aedas unveiled its brand identity designed by Siegelgale.
The move has seen three worldwide practices aligned, Abbey Holford Rowe in the UK, Peddle Thorp in Australia and Hong Kong’s LPT.
The individual groups will initially retain their names, prefixed by Aedas, but will lose the suffixes over time, says Siegelgale creative director Peter Rae.
The name Aedas derives from the Latin word for building. ‘Siegelgale wanted to create a brand that conveyed the strength of the alliance and the timelessness of its architecture,’ a Siegelgale spokeswoman says.
The consultancy is rolling out the identity on corporate literature including brochures and electronic presentations.
The logo is ‘contemporary’, designed to stand out in the architecture category which is ‘not that exciting’, Rae says. It centres around the ‘A’ of Aedas, which is designed to be flexible enough to work across the practices’ individual disciplines.
‘We had to assess the values, personality and local expertise of each practice before generating the name,’ he adds.
Siegelgale won the work following a credentials pitch last year.