McNealy Architects
PROJECT TYPE
Branding
PROJECT YEAR
2023
This project involved the creation of a brand identity for an architectural company. I designed a new logo, colour scheme, web front end and stationary. For this brand I wanted to convey an air of stability and sophistication. The Bold font of the word "McNealy" is confident and solid, referencing the durability of the buildings produced by the company. The word "architects" has a linear quality that alludes to the drafting and design process. A neutral/cool colour palette was chosen. Blue represents the skyward direction of the buildings and designers ambitions. Slate grey stands for the high quality building materials this company uses in its designs.
The logo I have designed brings together sky, craft, and place through a simple yet symbolically rich form. Its dome-like silhouette and internal spiral echo the curvature and movement of the sky. At the same time, the mark hints at the shape of a fingerprint, reflecting the individuality and care of the brewer’s hand.
The logo is drawn freehand, giving it the warmth of something made rather than manufactured. This gesture strengthens the brand’s craft ethos while lending a modern graphic character. Yet it also feels timeless its spiral and dome shapes have the resonance of motifs found in ancient cultures and early markings from the landscape around Dedham. This lightly historical undertone connects Welkin to the deep human relationship with sky, land, and making.
The spiral element of the logo can be used as a submark. This is particularly useful for small or rounded spaces like bottle caps or beermats. The spiral can also be subtly referenced in other materials like the background of packaging for instance.
