Branding the Architecture

One may associate the word ‘brand’ with marketing or advertising or PR. What’s interesting is that as we continue to design or develop buildings, whether as designer or owner, spaces or site plans, residential or commercial, we are inherently branding something.

One of our first questions to most clients is, “What style do you want this project to reflect?” The answer typically leads to history, personal experiences, the tenant’s purpose and other influential design elements that help create a brand. Don’t underestimate that power and that opportunity to use architectural branding to help mold the final design. We do it naturally anyway.

~Barron Schimberg, AIA, LEED AP

  • Marjorie

    When a franchise restaurant fails, or closes to be relocated, the franchisor struggles to “de-identify” the building. Golden arches are a great example. Signs are so restricted now by zoning codes that architects need to create iconic commercial buildings to build awareness and recognition. That’s one marketer’s opinion.