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Brand + Form
Situated at a convergence of Detroit’s eclectic city districts, including historic Greektown, Exchange offers the perfect center point for city living. As one of the city’s first Lift-Build developments, the brand is rooted in the idea of innovation and connectivity.
Zoyes created a brand that acts as a visionary mix of architecture, design, technology and lifestyle. Research and discovery informed a strategic logo design, inspired by the development’s geographic location and values, with type styles and patterns providing a suite of additional assets to inform the building’s future wayfinding and marketing collateral.
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.
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.
