Creative agency Greenspace has completed the rebranding for London architects Apt, whose key projects include the award winning 1 New Street Square, the remodelled Grade II Listed Kings Library and The Treasury at the Bodleian.

Greenspace were appointed at the beginning of 2018, to work with the practice on a complete rebrand, including a new name and identity, a bespoke typeface and full suite of marketing collateral.

The brief was developed in-line with major changes for Apt, including a new studio in Clerkenwell as well as the company moving to an employee ownership structure.

Working closely with the practice directors, Greenspace says it developed a new name to reflect the new structure and purpose of the practice.

“A strong wordmark informed by distinctive architectural details and gestural mark making formed the basis of the identity. These characteristics were the foundations for a bespoke typeface named ‘Apt Sans’, developed in collaboration with Swiss foundry Fatype,” explain the designers. “Complimented by a sophisticated material palette derived from the built environment, and a bold graphic language of abstractions in form, the resulting identity is confident and distinctive whilst not overpowering the studio’s range of work.”

This latest project follows on from a growing number of architectural assignments completed by Greenspace, with past projects including brand identity and website for Zaha Hadid Architects and Wilkinson Eyre.

Greenspace
www.thegreenspace.com