In The Center
Of Everything

The Brand Mark

La G Studio was asked to roll out the branding elements across all digital assets. We felt it was critical to demonstrate an all inclusive brand mark that uses the cues of both the shape and architectural identity of building and the notion of negative space to demonstrate the tagline, " In the Center of Everything".  The brand mark is an overly modern, bold, and simplified mark that animates by connecting angled lines to its corners, forming an inclusive design. The square design is also a cue taken from the iconic window architecture of the building emphasising sky high stacked squares. This inclusive box is a foreshadow of the city, the neighbourhood, and the open space that lives vibrantly in Chicago's river front.