Fraher:
A concept based on the visual language of architecture.

Fraher Architects print materials designed by Freytag Anderson

Fraher Architects logo

Fraher architects asked us to design for them a visual identity which communicates both their adaptable approach and creative principles. fraher.co

Project summary

Strategy
Corporate identity
Art-direction
Print
Website

Approach

We created a logo based on the plan view of the letter F. The intersecting compartments create a simple yet distinct graphic device for containing text, images and texture.

The 'F' marque's shape and proportions are defined by the format, thereby creating a flexible and dynamic identity system. A variety of line weights and styles combined with the red signature colour add further interest and dimension.