The challenge
The Association of Architecture Schools of Australasia needed a rebrand to better represent its identity within the architecture and design environment. The goal was to create a clean-cut, precise, and minimal letter mark that would convey research, creativity, and professionalism, resonating with both graduate and undergraduate students. The competition was fierce, with 24 submissions from the best architecture schools across Australia and New Zealand.

The approach
To address the challenge, the design process focused on creating a logo that would embody the association's core values. The concept of rotating the "A"s in the logo was developed to represent different directions and pathways, symbolizing leadership and advocacy in architectural education. Emphasis was placed on the letter "S" in the horizontal logo version to highlight the keyword "Schools," reinforcing the idea of the association coming together as a community.

The solution
The final design was a sophisticated and technical letter mark that aligned with the target audience of architecture students. The font chosen was modern and intelligent, while the color palette featured neutral, balanced grey hues, paired with a confident navy blue and an active apricot accent. This combination was intended to express calm professionalism with an infusion of energy. The application of the branding was deliberately understated, ensuring it was easy to absorb and engage with.

The results
The logo and branding design were awarded the project, standing out among the 24 submissions. The new branding effectively communicated the association's values and objectives, enhancing its image within the architecture community. The design was well-received by both the association and its target audience, establishing a strong visual identity for the Association of Architecture Schools of Australasia.