Pentagram Creates New Identity for Architecture Firm 'FR-EE'

Editor June 9, 2016 Categories: Architecture

Pentagram Creates New Identity for Architecture Firm ‘FR-EE’

Pentagram’s Natasha Jen and her team have designed a new identity and website for FR-EE / Fernando Romero Enterprise, the global firm of architect Fernando Romero that operates out of offices both in Mexico City and New York.

The new branding is dominated by a fluorescent green colour, which is combined with blue, purple and pink to reflect the “vibrant culture of Mexico”, according to the designers.

“FR-EE’s work is optimistic, imaginative and democratic, and these qualities helped guide the creation of the new identity and website,” says Pentagram. “The identity is designed to illuminate both the firm’s adaptability in translating historic, social, economic and environmental contexts and the underlying formality within their work.”

To help achieve this, the designers say they set the logotype in lowercase Circular, which they describe as having “fluid curvatures within geometry-based letterforms”.

The responsive website, meanwhile, is presented on the homepage as a “universe” of projects. These are imagined as illuminated objects with miniature, coloured 3-D models, floating against a black background.