Lakeside Square is a towering office building in Dallas with a distinctive arched reflective face. A push to update the building included a new visual identity to help in the creation of new communication materials, merchandise and wayfinding.

We focused on different ways of symbolizing the building’s more iconic features. The solution we landed on was simple, only requiring a few lines to draw.

A series of lockups were built out around the symbol.

Typography and color were used to capture a feeling of “modern elegance,” something that the team was trying to do across all of the building updates.

The brand system was designed to provide variety across mediums, but maintain unity by shared visual characteristics like typography, color and line width.

Example signage templates demonstrated how even the most functional things can feel elegant when taking typography and spacing into consideration.

Lakeside Square is a towering office building in Dallas with a distinctive arched reflective face. A push to update the building included a new visual identity to help in the creation of new communication materials, merchandise and wayfinding.

We focused on different ways of symbolizing the building’s more iconic features. The solution we landed on was simple, only requiring a few lines to draw.

A series of lockups were built out around the symbol.

Typography and color were used to capture a feeling of “modern elegance,” something that the team was trying to do across all of the building updates.

The brand system was designed to provide variety across mediums, but maintain unity by shared visual characteristics like typography, color and line width.

Example signage templates demonstrated how even the most functional things can feel elegant when taking typography and spacing into consideration.

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code by Jared – photos by Shannon

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