A new name and design to elevate the brand’s identity so it reflects its true ambitions and ethos.
2PKM was named after the founding partners, and their vision was always to collaborate beyond specialties and borders. The change in name and design showcased this core way of working, and 2PKM became 2+. A simple and direct way of saying “we’re looking further than ourselves".
Making a big, bold mark
The brand's aspirations for its future were big — from wanting to design better spaces, to making an impact on the environment, to changing the course of public policy. So it followed that its identity needed to be bold and unmissable to align with its goals. The logo we arrived at was constructed out of square building blocks that are connected to make it sharp, angular and futuristic.
We wanted to bring the materiality of architecture into the brand language. We borrowed liberally from the many materials used throughout the architecture process and incorporated it in the identity, playing with light, shadows and movement along the way.
We wanted to see how our logo interacted with light and shadow, and how it performed in the real world.
During the logo exploration, we conducted a materials workshop to see how we could create a logo with varied materials like clay, wire, paper and more.
The modular nature of the logo really shone in these forms, and it highlighted the plus as a device that could be taken much further.
Building blocks of the visual identity.
A world of textures
Architecture is tactile, visual, sensory. We took the look and feel of metal, concrete, glass, steel and more and brought all those aspects into the brand identity.