The new identity uses a black and dark red colour palette, which changes according to whether it is shown on a desktop, table or mobile device. Users can also alter the size of the identity on any device by zooming in or out of the screen, shortening the full name to ‘B347’ or simply ‘B+’ for the smaller sizes.
Build created the previous Bureau347 identity around ten years ago, having been invited to work on the project following creating graphics for an exhibition in Belgium.
The new identity is ‘much simpler’, according to Michael C Place, Build co-founder and creative director, moving away form the previous logo, which was based on a building-block style design.
‘The first one was quite busy – there was a lot of stuff going on’, he says. ‘It was a pink and dark bronze colour and was much more in-your-face.
‘With this one, we tried to remove as much as possible – if it doesn’t need to go on the page, it won’t be there’.
The identity will mainly be used on digital platforms, though Build has also designed a range of branded stationery including letterheads and business cards.
The site, bureau347.com, is currently a holding page – and shows the responsive identity in practice. Build is acting as consultant for the full site which is expected to launch within the next few months, according to Place.