THE CENTER
visual identity / branding
environmental design
eurocentric modernist fetishization
a partnership between the american institute of architects and the baltimore architectural foundation, the center was designed to be a cornerstone of the baltimore community — to be part of something larger than the institution itself. nestled within one of two buildings in baltimore designed by the architect mies van der rohe, the space itself contains a storied legacy beyond the institution that represents it.
the visual identity system reflects these insights through a fusion of simple messaging and visual framing devices. the logo forms a typographic column, representing both the physical space and the center’s role as a pillar of its own community.
this extends seamlessly into the holistic brand materials, manifesting as a string of various keywords and phrases emblematic of the center’s values. a color system informed by the center’s modernist heritage speaks to a contemporary audience with its vibrancy, doubling as a coherent system for use across a variety of platforms and criteria.
together, this is all woven together across the website, providing context and urging individuals to participate as a member of the community and donate to the center fund.