The Ro is a new multi-use building complex in Houston that needed visual identity and system for all signage and marketing communications.

Early options included a custom engraving style typeface and other symbols inspired by the building layout and location.

When researching the history of the area, we found that azaleas were native to the region. There was a lot of embedded meaning in the flower and we thought it had a lot of potential.

We probably drew 100 azaleas until landing on this one.

The typography was inspired by stone engraving, to establish a classical feeling for the branding.

The type and symbol naturally provided for a lot of extensions.

Maroon, navy and bronze provide a feeling of timeliness elegance when used over earth tone backdrops.

Azalea-inspired guilloche patterns were created to provide more dimension and minutiae to compositions.

Print materials rely on uncoated stock, off-white recycled papers and organic finishes like ink stamping.

Collateral was designed with judiciousness, providing a lot of opportunity for materials and photography to shine.

These example show how the form of the object can help define which logo or symbol to use.

Sometimes the symbol is the forefront and others the name, depending on the use and it’s purpose.

The Ro is a new multi-use building complex in Houston that needed visual identity and system for all signage and marketing communications.

Early options included a custom engraving style typeface and other symbols inspired by the building layout and location.

When researching the history of the area, we found that azaleas were native to the region. There was a lot of embedded meaning in the flower and we thought it had a lot of potential.

We probably drew 100 azaleas until landing on this one.

The typography was inspired by stone engraving, to establish a classical feeling for the branding.

The type and symbol naturally provided for a lot of extensions.

Maroon, navy and bronze provide a feeling of timeliness elegance when used over earth tone backdrops.

Azalea-inspired guilloche patterns were created to provide more dimension and minutiae to compositons.

Print materials rely on uncoated stock, off-white recycled papers and organic finishes like ink stamping.

Collateral was designed with judiciousness, providing a lot of opportunity for materials and photography to shine.

These example show how the form of the object can help define which logo or symbol to use.

Sometimes the symbol is the forefront and others the name, depending on the use and it’s purpose.

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code by Jared – photos by Shannon

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