40 Bond Street, Apt. 6A
Logo Design & Visual Identity
40 Bond Street, 6A is a three-bed, three-bath, 2617 sq.ft. condominium in Manhattan. Designed by Herzog & Meuron, this condo sits aloft the trendy neighborhood of NoHo. When this residence was attained by SERHANT. real estate agents, it needed a platform that would showcase its unique features and excellent location to an increasingly youthful consumer audience.
When starting off with a brand identity for real estate, I always try to find something particular to the listing. Fortunately, 40 Bond Street, 6A was far more unique than the average condo. The building at 40 Bond Street alone is eye-catching, with tall shimmering bottle-green, bell-shaped glass mullions, and a monstrous cement fence at its façade that is built with organic shapes and forms, inspired by street art.
I wanted to utilize the shock and awe that prospective clients might feel upon first seeing that façade. I wanted to pay homage to the building's stand-out charisma, and its novelty as an architectural feat. I felt that by adapting the building's unique features into the brand identity, I could capture the curiosity and interest of clients. The main logo form adapts the bottle-green mullions of the façade, composing a minimal, dynamic monogram that harkons back to mid-century design. The brand identity's applications are accented by a rolling pattern of organic forms, modeled after the same cement fence of 40 Bond Street.
Befitting the identity is a warm, modernist color palette inspired by the organic colors of the neighborhood of NoHo, and the welcoming humanist typeface suite of Brown. The suite of applications had to breach both print and digital to reach the intended clientele. Applications ranged from printed floor plans and brochure booklets, to e-blasts and social media content, all custom designed for the listing. The identity as a whole worked to create a charismatic, accessible platform for the luxurious condo. The condo has been ultimately sold for $7,750,000.
