It is a project for LOCI group, a land development consultation, architecture and interior design firm founded by 2 partners, to design the firm corporate identity. As it’s named, LOCI is from the concept of Genius Loci which means the spirit of the place and it can refer to, in contemporary usage, a place's distinctive atmosphere. And the firm’s motto is “ to capture the spirit of the place” - that is to decide and curate the architecture by the location and its circumstances that can be the culture, the geography, the climate and the history, so on and forth.
Driven by its motto, the LOCI group strives to understanding the place and its clients, and reflecting it by the unique interpretation of the designer, hoping to provoke a deeper profound meaning in each minimal adjustment.
Inspired by its attention to details and professionalism, the logo design concept is surrounded by understandings, interpretation and innovation, a perfect showcase of the firm’s identity. However, these abstract ideologies are also where the challenges lay.
Additionally, as architecture firm, their target audience will be developers, and individuals that value the quality of life and design. They tend to be professionals and intellectuals that have a unique sense of art and space. Thus. I believe the logo design shall posses these qualities that resonate to their pursuits of intellectuality and attitude.
The logomark is structured in 2 sets with basic rectangle and circle that reflect the nature of architecture and interior design. The word "LOCI" is also presented in the logo mark by adding two red dots which transform the basic form to language intellectually. The function of "+"and "-" inside the red dots represents the input from two partners and they also bring a sense of space and balance. The minimal font is modern, and the contrasting colour of red and light grey that is visually bold and artistically innovative. There is also another important visual element, the Stonehenge, to develop further the concept of "spirit of the place".
The client loves the design concept and the final output. Because of the success of this project, they plan to find us to develop further the identity by building a website as well as other touchpoints.