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KHJ rebranded The Massachusetts Housing and Finance Authority as "MassHousing" to better reflect the personal, consumer-based business of the quasi-public agency. The old logo was the seal of Massachusetts, the new logo helped set its own brand and its own tone for the agency.
Adapted from the Seaport Hotel logo, KHJ added depth and texture to the blue flags (which had previously been solid, flat blue) and created a logo that would be used in the hierarchy as the lead, complex brand for the 4-building site. KHJ also recommended retiring the individual branding/color schemes for each individual building and instead brand the whole complex as "Boston's complete business center"
The Longwood is one of those 1970s-era concrete high-rise structure that often feel more institutional than residential. Noticeably absent from the previous branding was any sense of warmth or homeyness. Bamboo patterns in the logo reflected a new lobby and warmer color palette for the interior of the property.
"Out of the Ordinary. Into the Loop" - from the late '90s, this was an entirely new concept for shopping centers. The Loop broke all conventions for retail branding - gone was the name of the town (think " Methuen Mall") and gone was the name of any obvious descriptor (Methuen Plaza, Methuen Place, Methuen Commons, Methuen Shops - or worse, 'Shoppes') The Loop was launched with bold, new branding, unlike anything else anywhere in the retail industry. The Loop is now a huge, national success.
The Newbry is on Newbury Street and Boylston Street in the Back Bay. We needed a name that both utilized the Newbury Street brand for retailers, but gave it a distinct identity for office users. The logo is an art-deco-inspired take on a proposed positioing line,"The only thing missing is 'U'"
When you meet the Waterstone team, you can't help but feel a tangible sense of passion for their business. Their logo was created almost as if written in lipstick - a very different angle than their more staid competitors.
The Wingate Companies. Wingate Holdings. Wingate Managment Company... sometimes, the shorter a name, the larger the company feels. We proposed rebranding these companies as simply "Wingate" - and we created a logo of strength and precision to reflect the thoughtful, consultant-based approach that differentiates the firm.
Nordblom Company believes real estate should be about more than the buildings... it's about creating dynamic environments. The new logo pays homage to the large "N" that is a part of their 80+ year heritage, but gives it energy that seems to be missing from so many real estate developers. As KHJ's president said when she saw the logo for the first time "I love it! It's dancing"
International Place has the most unique logo of any office tower in Boston. Most landlords focus on either an architectural element of the property or a stylized street address. International Place focuses instead on a ram's head. As the largest building complex in Boston, the tallest building in the Financial District, International Place's brand highlights something beyond the physical structure of the building - it highlights the fiscal strength and pride of its tenants.
Our client (A.D. Makepeace) wanted a logo that reflected serenity and peace. Also, the client's positioning line "inspired by nature" was to be reflected in each individual property logo.
Nautical logos can be difficult because there's often a desire for clients to go the easy route: a sailboat, an ocean wave, a ship's wheel. We love the Atlantic Wharf logo for reflecting billowing sails of a schooner without falling into the same, old, historic trap.
Altira has been designed on a large hill and KHJ gave it the positioning line "Above. Beyond." - the logo and name reflect the personality of this lofty brand.
Logos should be designed to work across all mediums, and the Charlesmark Hotel's logo certainly does... but there is something special about seeing this logo in neon lights fronting Copley Square that really gives it a nightlife edge. The sign looks great hanging over the sleek red-and-black decor of the hotel bar.
The West End logo: simplicity and elegance without being old-fashioned or boring. Formerly known as Charles River Park, the logo had to work as a system for a number of different buildings: Vesta West End, Asteria West End, Longfellow West End, Emerson West End and The Villas West End.
KHJ freshened and updated the corporate logo for A.D. Makepeace, and also added the positioning line "Inspired by nature" - a brand that helped transition the company from their roots as an agricultural business (cranberry farmers) into their growing role as a real estate development firm.
Formerly known as Prospect Hill, Citypoint had two major competitors: Waltham Woods and Reservoir Woods. We needed to differentiate this brand by stressing that the closeness, size and density of the buildings and development plan would create a much more urban feeling than the "woods" competitors. CityPoint's logo also stresses that the property is built on a natural hill, overlooking much of Waltham and Weston.
Portwalk is one of the largest developments ever undertaken in Portsmouth, New Hampshire. The brand we created had to reflect the historic and nautical nature of the site, but we wanted to avoid all the cliche's that you see out there: lighthouses, ship's wheels, seagulls, etc. Our design team created a fresh logo based on Japanese paper rubbings for a modern, contemporary look that contrasted, yet worked with, Portsmouth's historic style.
3rd Ave will be Burlington's downtown walking retail district. The logo was designed with an eye towards signage impact... 3rd Ave won't be a 'strip mall' style retail center, it's a natural road, plugged into a natural, existing network of streets so we wanted the logo and brand to seem less contrived than they old-time, throw-back cursive logos that most competitors use.