The Building Centre bags a fresh new face

The Building Centre, a built environment services centre in London, is relaunching with a fresh look this week, designed by ex-Pentagram partner Fernando Gutiérrez. The ‘independent forum and service provider’, which houses New London Architecture and the Sustainable Buildings Trust, as well as a number of architects and construction organisations, has been overhauled in a bid to strengthen its credentials as a planning, design and technology resource for those working in the built environment sector.

Studio Fernando Gutiérrez won the business following a two-way pitch against unnamed groups, and was handed a brief to create an identity that would give the centre more resonance with its target market, and clarify its range of services and activities.

The umbrella identity, made up of a green and grey palette, takes its cue from varying planes, intended as an ‘abstract representation’ of perspective, signage and indication, ‘like a signpost pointing you in the right direction’.

‘The different elements of The Building Centre are now communicated with the same voice visually and conceptually. This new identity is true to the principles of The Building Centre–information and inspiration,’ says SFG founder Gutiérrez. The branding will be applied to corporate literature, stationery, signage – including directional and identification interior signs, reception desk and banners – as well as a web site, www.buildingcentre.co.uk.