HCMA (Hughes Condon Marler Architects)
Brand Discovery, Identity, Website
WHERE
Maybe it’s no surprise we enjoy working with architects. Our work with Henriquez Partners, Marceau Evans Johnson and UBC School of Architecture (SALA) is evidence of that. So it was with great enthusiasm that we commenced working with Hughes Condon Marler Architects (HCMA) recently.
Their need for a better online presence brought with it enough questions for them about their identity, and admission of a general dissatisfaction with it, that we started the process by working with the partners of the firm in a workshop setting. In our Brand Discovery session we set out to dig deeper into the firm’s core and direction. An important consideration was whether a firm name based on the names of the partners is sustainable, especially if one should leave, in the end settling on the shorter name HCMA, an acronym already used by many clients and people in their industry.
Our goal was to address this in support of future growth, the changing landscape of firm culture and as a means of effectively differentiating them from the many other firms out there.
IDEAS
In our past and current research of architecture firms in North America and elsewhere in the world we found that in general firms seek to differentiate themselves by portraying their work in photography–clean, sculptural, dramatic images on sunny days or dusk settings, and devoid of evidence that they are intended for human use. Many of the logos are simple, font-based wordmarks and play only a supporting role to the oeuvre.
HCMA wanted to show that at their core, the projects they undertake are for, about and because of the communities they serve. The result is “Considered Environments”, and photography that speaks to their depth of understanding and the not always apparent details that go into making a given building a success after the grand opening ribbon is cut.
WORK
The underlying concept of the new HCMA logo is about the small and large details inherent in creating successful architecture, and the revelation of the spaces they reside in. In much the same way that Michaelangelo suggested he merely revealed a sculpture already existing within the stone, HCMA brings life to spaces, be they within a structure; to the site a building is to be situated on; and eventually to the places that become a part of a vibrant and successful contribution to a community.
HCMA’s role is to discover, uncover, enhance and create these spaces, revealing their potential. With their insights, passion, and consideration, HCMA feeds the eventual delight and enjoyment of its clients and those who use the buildings they design.
The angled slice off the bottom of the logomark partially obscures the typography to create open spaces within which details may exist or be built. It also brings a new and unexpected meaning and form to the letters, a portion of which are hidden, or depending on your viewpoint, yet to emerge. Ultimately, this represents the details and thinking behind HCMA’s work. It is in these details that HCMA sets itself apart, and what the the identity conveys.
We applied this thinking to a completely new stationery package featuring a registered blind emboss with clear foil stamp for the logo to create an elegant and tactile quality. Business cards and letterhead also feature full colour photography on the backs to complete the “Considered environments” message. Internal and external documents such as report and proposal design, title blocks, templates, forms and even notepads were also created alongside a new CMS-driven website that is the centerpiece for the formal launch of the new identity. Feedback has been extremely positive, and the partners are unanimously thrilled as they now have a strong brand to confidently build the future of the firm.
“I just wanted to let you know how pleased I am with our printed materials. I think that it all turned out extremely well. I am particularly pleased with the cards, the gridded paper and the compliments card, the envelopes….actually with everything. I am very confident that this material will serve us well. We are anxiously awaiting the rest of the materials so that we can launch in the near future. Thanks again to everyone at IB for your exceptional work.” – Darryl Condon, Principal, MAIBC, AAA, OAA, FRAIC, LEED® AP
Launch website: hcma.ca
