Northeast Architectural Branding
Northeast Architectural needed a brand identity that would appeal to high-end clients and align with the expectations of premium vendors.
Overview
Northeast was relaunching its architectural division and needed a visual identity that felt distinct from its construction business, while still aligning with the parent brand. The goal was to appeal to architects, designers, contractors, and homeowners with a refined, design-focused look. I used clean typography, a neutral palette inspired by premium materials, and a scalable logo system to create a modern, approachable identity rooted in craftsmanship and quality.
The old logo was utilitarian and construction-forward.
Primary Logo
A few key elements from the original logo were reimagined to give the new identity a fresh, elevated feel while still paying homage to the brand’s roots.
The compass icon in the “O” was inspired by the directional arrow in the top-right corner of the old logo and points northeast, nodding to design, craftsmanship, the company name and the region they serve. The horizontal lines around “ARCHITECTURAL” reference the original boxed-in lockup but are refined into clean strokes that add balance without feeling heavy.
These details help bridge the old and new, and open up the possibility for the “northeast” portion of the mark also to be used for other divisions in the Northeast ecosystem.
The secondary logo is designed for optimal readability in vertically-limited spaces.
Secondary Logo
The secondary logo was designed for special use cases where vertical space is tight and the primary logo doesn’t scale well. It’s a more compact option that keeps the brand looking clean and legible in narrow, horizontal formats. For example, in Mamaroneck, home of their flagship showroom, local signage rules make it tough to use the primary logo on storefronts and monument signs. Due to the character length, a primary horizontal logo would not scale well in most situations. This version offers a practical and equally elevated solution for these less common use cases.
