MZA

After more than 40 years, Manuel Zeitlin Architects was preparing for a big moment: its founder was retiring and handing the firm to a group of rising leaders. The name and brand needed to reflect that new chapter. The firm couldn't lose four decades of hard-earned reputation, and it had to stay distinct from its sister company, Zeitgeist. I directed our design team through rounds of logo exploration. We landed on a bold system built around a functional dot, which lets the logo shift into flexible lockups that match the firm's artistic culture. We also created a full brand guide so their team could roll out the new identity on their own.

2023