A subtle reflection of angles in the typography displays a formal rigor while also being slightly unconventional. In addition to the word mark, an ambiguous logo was designed to convey the firm’s approach to design. Interior or exterior, flat or volumetric—the logo creates an instantaneous dialogue with the viewer.

The process began with an extensive typography study to analyze attributes that best represented Shubin Donaldson. We then created three different visual directions to explore how the brand lives visually.