While providing both an artistic service and highly technical end product, I want to convey competency in both. Not being licensed architects, I want to differentiate myself from other competitors, who provide the same services who are more technically oriented, by focusing on my design quality and ability. I want to convey a sense of timeless style, sophistication, and design and artistic ability and appreciation. My architectural design philosophy is "A fresh take on timeless".
The name of the company was chosen with the goal of conjuring up an image of an urban loft art studio. A place where creative ideas are fostered and brought to fruition. Many of my competitors use their personal name as their company name, or name the company after an "inspiring" yet often generic word (affinity design). I chose to name the company after a place or location (although imaginary), as I believe a place could take on a personality, identity, and build a reputation much like a real person. I like the loft concept as I feel it can promote an artistic image, but at the same time, I like the utilitarian aspect of an urban loft and the utilitarian aspect of a simple number to identify it also. I think it promotes the idea of the artistic and technical aspect of my services. A touch of industrial quality at the same time. an artistic factory of sorts.
Regarding the logo itself. The logo will be used the most in the title block of black and white architectural drawings. Therefore it's appearance in black and white is critical. This is partly why I picture any colored version of the logo to keep a dark neutral appearance so it comes across as the same logo.
I picture the logo making a strong statement on otherwise complicated and busy technical drawing pages. It therefore needs to have a blockish shape to fit in a portion of the title block. I picture a 2 to 3 ratio with it being taller than wide. I picture it being a strong brand or stamp to mark my work. My initial design I had in mind was that of a silhouette of a man standing, working at a drawing table, sleeves rolled up, in what is obviously a high ceiling loft, with large windows, with the graphic portion using a square space and the lettering taking the bottom third of the rectangle. A common theme in the architectural world is to play off the figure ground concept. I also saw an opportunity with my inital concept to have the vanishing point of the 3d perspective of one of the windows to be right on the head of the man working in the loft. It is just an idea that I couldn't fully develop. I am certainly open to other concepts entirely.
My demographic is married couples in the market to construct a home. ages 25-50, Who value quality designed products, and personalized, one on one service. Also building contractors in the same age range who might bring clients to me or become clients themselves for homes they building. The former will value the design, and artistic elements of my services, the latter, will value the technical expertise. Kind of a tricky combination.
Thank you for your efforts, I look forward to seeing your ideas.