FOR AGENCY FIFTY3Logan Lofts
“Now modern loft apartments in Center City [Philadelphia], this building is listed on the National Register of Historic Places for its history as the Harrington Machine Shop—the headquarters of Harrington Company, one of America’s oldest manufacturers. Today, the original exterior remains almost entirely intact, with the same iconic red brick, expansive windows, and wood beams.”
With such a unique and historic location, I knew it would be essential to craft a brand identity that honored the building’s storied past. When initial logo options from four different designers were presented to the client, I was honored to be chosen as the sole designer for the branding and marketing collateral—especially given that I had recently lived in Philadelphia for four years!
Designing multifamily housing branding for a historic building in one of my favorite cities was a dream—possibly the most fulfilling of the 65+ brands I’ve created with Agency FIFTY3 (from two years as an employee to over three years as a freelance contractor with my own business). I loved creating a brand infused with history by customizing historic photographs, original architectural plans, and more. Inspired by the building’s arched windows, the monogram icon was designed to be easily recognizable and memorable. Overall, the branding for Logan Lofts was intentionally crafted to be the perfect harmony of historic, modern, and timeless.
