Formerly Robin Partington & Partners, this 50-strong architecture practice was seeking a complete rebrand – including name, identity and rollout. The brief was developed in line with significant changes for the organisation as it adopted an employee-owned business model and moved to an impressive a new studio in Clerkenwell.
The practice revealed its values as craftsmanship, collaboration and purposeful design – qualities that lent themselves to a new name, Apt. A wordmark that references architectural forms and mark-making formed the basis of a new visual identity, which included a bespoke typeface, ‘Apt Sans’, created in collaboration with type foundry, Fatype.