In stacking two ‘B’s in the identity, Hymn creates a graphic signature for architecture firm BBAU — The Brand Identity – Home of the Greatest in Graphic & Brand Design
Benjamin Blanc Architecture and Urban Planning (BBAU), a forward-thinking architecture firm, specialises in sustainable, rational and intelligent architectural solutions. They’re guided by the belief that architecture should be both visionary and functional – an extension of the architects at the heart of each project. Following a change in leadership, the Annecy-based firm – led by owner and founder Benjamin Blanc – recognised it was time for a new image, and turned to design agency Hymn for a complete brand overhaul.
Tasked with establishing and reinforcing the company’s positioning and values – and creating a look to match – the agency crafted a minimalist identity that speaks volumes about BBAU’s architectural philosophy. “The firm wanted to position itself as an established but accessible avenue to contemporary architecture, radiating their passion for design and innovation with the multifaceted energy of a start-up company,” Founder & Creative Director Alexandre Henriques tells us.
The visual language is anchored in a black and white colour palette, aptly named ‘Concrete White’ and ‘Asphalt Black,’ and represents the marriage of conceptual purity and architectural solidity, respectively. This choice, Henriques says, was also made to align with “the visual approach of the BBAU architecture office,” reflecting the dominant hues in their designs while emphasising a sense of timelessness.
Precise and bold, Hymn selected the variable typeface Crystal from newglyph for its versatility and contemporary feel. “It takes cues from Helvetica but goes even further,” says Henriques, “firmly establishing itself as an excellent choice for years to come.” The typeface is used exclusively throughout the identity, excelling in all scales and applications, from printed materials to the identity’s central logo. A bold monogram that stacks twin ‘B’s – a focal point of BBAU’s new image – is both monumental and modern. “We loved the idea of ‘creating’ a new letter (the double B),” Henriques adds, reflecting on the process. “This brings a different dynamic – three letters instead of four.”
As an added innovative touch, the identity blends static and animated elements, bringing architectural principles to life across various mediums. For instance, the agency plays with perspective for digital channels, creating mesmerising 3D effects of animated cubes that rotate and form closed loops.