Arthur Mani ltd.
Brief from client
Arthur Mani Architects (AMA or Arthur Mani ltd.) is a young Architectural practice based in London and Paris. AMA's Architecture is "network-driven" meaning it is collaborative and linked to environmental, structural and cultural constraints. AMA's design process is fully focused on the client's desires and is driven by computational design tools as well as a multi-disciplinary approach to Architecture. Our aim is to create spaces that are playful, sensitive and unexpected.
AMA's logo should give a sense of the practice's networked, collaborative, playful and computational approach to Architecture. Inspiration could come from tube maps, Alexander Calder's mobiles, road networks, trees, leaves, corals, clouds, bird swarms. It should be as striking, simple and elegant as Louis Vuitton and Yves Saint-Laurent. It could be colourful if done subtilely (possibly through gradients).
Inspired by the USB "trident" logo and from the London Tube Map, the "nodes" on the central axis represents the several routes that AMA explores before submitting a design. This logo has a feel of "work in progress" which is driven by the multiple "nodes" that could be connected to other "nodes". In between a circuit board, a strange trumpet or sword and a tool, this logo is playful and intriguing. One can also vaguely recognize an A and an M on the left. The font used is Aharoni Bold which looks strong and down to earth.
The client likes it but finds it too flat, chunky, cartoony, not as elegant as Calder's beautiful mobiles or YSL's logo, he wants more colours and finesse. He still hesitates to call his company Arthur Mani Architects, AMA or Arthur Mani Ltd. I hope you can help...
12 Comments
I like the idea and the concept behind it!
But when i do look at it i just keep thinking a circuit board for a computer.?
I think IT company and not Architects.
Thanks Steve, circuit board or tube are good references though, they are both networks. My office is very programming oriented so it is not bad. I will try to make it more "architectural".
Thath reminds me... a subway map! Try a diferent font.
Freestyle with IT related icons. relax with it.
as per brief i am totally agree with you arthurmani ... about the color i always like black
It doesn't give me the feeling of architectural and in my opinion it's too orizontal. Newtorking feeling is ok. Fonts are rather neutral but I don't like the idea of dividing the name on two levels beyond the symbol itself, in my opinion it would look better all up (or all down).
If the client prefers to call it AMA, I would make the 'implied' A much more recognizable and make it read AMA in the 'tubes & nodes'. Also - my opinion - the font is very wrong, not a sensitive font choice for the client's brief. Try a serif font to pull in more YSL sensibility. If client likes color, you should consider color - even if just a gray-blue or rust-orange à la Calder's sculptural work.
Yes remind me too circuits and subway map. Reminds me a lot of things but none is a architects. About the link with tecnology the blue, like ciano, is a good choice. I made this logo last year. This is a flower, a lion tooth (thats correct?). The brief is: students connected (network) on-line (technology) to lear together.
Feel free to use if U like ;)
Thanks a lot Marcelo, this is very similar to what I am trying to achieve. I will post a new version very soon. I also found the image attached by John Breznicky which is helpful.
Hiya:)
actually i don't really like the fonts used in the previous designs..I still like version 2 the best..i also like the idea having the names in 2 lines..maybe try another font on version 2??I do like the element you are using in this option, even it can be related to electronics, but I think it reflects the modern work on your website and the designs showing in the pics..just my opinion and below just an idea for another font
Thanks Sara, it's a very elegant font, which one is it?
maybe change the symbol and the typography with technologic style