When developing the corporate identity for the New York City architecture firm Dash Marshall we realised that architecture acts in the intersection of the old and the new, the static and the flexible, the properties of matter and the lives of people. Within these constraints Dash Marshall creates spaces which tell the stories of their habitants and invites them to create new ones.
The obvious, eventually came to us as a surprise. Today’s corporate communication have become almost exclusively digital. It is context-responsive, morphological and semiological, and almost unaware of physical constraints. To design a consistent visual language for an architecture office, acting in the material, but communicating in the immaterial world, was the challenge. Our solution is a flexible visual identity which works within a confined space of the letters “D” and “M”. Like outer walls of an apartment or the plot of a house, the letters “DM” create a confined space, but within this framework nearly anything is possible.
The letters “DM”, drawn in the isometric perspective, are the archetype of the visual identity. The lines of the letters may be removed and colored, creating a multitude of variations of the icon.
Dash Marshall’s architecture plays with contradictions as old and new, classic and modern, emotional and rational. To visualize these contrasts we added the drawn Berlingske to the constructed graphic system.
“Matter Battle, 45 Lessons Learned”by Dash Marshall.
Producing a beautiful book, has to be considered today a statement in it self. The time, work and money going into a physical object, which will be given away to only 200 select individuals, shows the appreciation of the constraints of the physical world.