A Connective Logo
The Exchange logo is soft, smooth, and above all modern. It is structured, but welcoming, unexpected in its warmth and composition. It represents a home like no other, connecting its tenants to the world, through the unique pairing of letterforms. The strong diagonal presence creates an immediate connection to the building’s unique location, at a convergence of streets.
Strategic Visual Texture
Inspired by the strong diagonal used in the logo and the position of the physical building, the brand pattern is a geometric representation of connectivity. The overlapping nature of the Exchange color palette creates an aesthetic that is equal parts comforting and home-centric while remaining architecturally smart and innovative. The pattern was strategically created to accent the logo, showcase the color palette, and create visual interest within a strikingly minimal suite of assets.