SHL
- Client schmidt hammer lassen Architects
- Project Visual Identity
- Year: 2007
Logos with Attitude
The visual identity for schmidt hammer lassen architects is not just a logo. It acts as a catalyst
for a number of significant values about the projects the company is working on. The visual identity is a tool, a method of helping the architects and their clients to keep sight of the fundamental
idea from project start to finish.
schmidt hammer lassen architects is one of Denmark's most successful architectural businesses with clients all over the world. In
their view architecture is the element around which everything else revolves, yet by the same token they are more than just an architectural practice. The company is in the process of changing
from merely being a traditional architectural practice to being an architectural service company. This growth and diversity is also expressed in the new visual identity. It is a flexible system
which paves the way for continual expansion in new business areas such as design and innovation.
The company's holistic thinking has been the main conceptual idea behind the new visual identity. schmidt hammer lassen follows the
client from the beginning to the end, from research and conceptualization through development and interior design. The new visual identity of schmidt hammer
lassen architects communicates that the firm thinks in whole concepts.
This is solved by adding the business areas - 'architects', 'design', 'innovation' - to the Scandinavian names - schmidt hammer lassen - in the newly-designed logo. Further, a special font, SHL, has been designed for the new visual identity and will be used in future on all printed matter.
The new visual identity should also be seen as part of the process of internationalization. With offices in Aarhus, Copenhagen, London and Oslo, and clients and partners from Tallinn to Greenland and China, schmidt hammer lassen needed a visual identity that clearly and unmistakably communicates the Scandinavian roots in an international tone.
This is solved by adding the business areas - 'architects', 'design', 'innovation' - to the Scandinavian names - schmidt hammer lassen - in the newly-designed logo. Further, a special font, SHL, has been designed for the new visual identity and will be used in future on all printed matter.
The new visual identity should also be seen as part of the process of internationalization. With offices in Aarhus, Copenhagen, London and Oslo, and clients and partners from Tallinn to Greenland and China, schmidt hammer lassen needed a visual identity that clearly and unmistakably communicates the Scandinavian roots in an international tone.
