New identity for the Architecture Foundation

Sheffield consultancy Peter and Paul has designed a new identity for the Architecture Foundation.

Peter and Paul was appointed at the end of last year following a pitch, according to director Paul Reardon, and tasked with created a new identity and website.

Reardon says, ‘The focus of the project was on the website itself. The re-imagined site needed to be a responsive resource, a space both for authoritative reference and democratic discussion, creating a network across AF’s users – from architects to students, sponsors and the wider audience.’

Referring to the logo, he says, ‘[It] had to appear independent, agile and influential. The logo itself is modified from the typeface Replica to form a composition of words that appear like a visual landscape. Purely typographic in form, the identity is designed with versatility in mind, allowing bolt-on words and messages to sit with the marque.’

As well as being applied on the website, which launched yesterday, the new identity will be used on communications and at the AF’s new headquarters, which will open next week.

The AF’s new HQ will be a converted warehouse in Tooley Street, London SE1, which is being adapted by architect Carmody Groarke.

Sarah Ichioka, director of the AF, says of the new website, ‘The redesigned bulletin and website are intended to be creative projects themselves, as well as providing information about our live programme.’

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