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Work / Graphic Design

A simple identity by Dimitris Papazoglou plays with type, texture and geometry

When architecture practice Urban Soul Project needed a new identity it turned to Greek designer Dimitris Papazoglou, who had started collaborating with USP last year. Having opened a number of international offices, it was looking for a visual identity that would express its design philosophy. Dimitris’ response was to develop a project that evokes the haptic qualities of architectural construction materials set within a strict geometric grid.

The identity centres around a new logo, that incorporates the characters U, S and P. “The monogram is based on formal typographic elements of the three initials combined in one,” says Dimitris. “We deconstructed the initial monogram and its pieces were reinvented into a new alphabet.” The designer continually refined the idea so that the outcome remained as simple as possible. “The visual language developed is a system based on synthesis, the clarity of pure geometry and a visual dialogue between the basic geometric forms,” says Dimitris. “Texture was another element of this rebranding – various paper and printing methods compose the final outcome, clearly rooted in the physical world of materials USP uses, such as concrete, steel, wood and glass.” In a nod to the Grotesk typefaces of the International Style era, Dimitris used Circular and NB International Pro. The project will continue to develop and Dimitris considers it an ongoing collaboration, with a book scheduled for later this year.

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Dimitris Papazoglou: USP Identity

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Dimitris Papazoglou: USP Identity

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Dimitris Papazoglou: USP Identity

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Dimitris Papazoglou: USP Identity

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Dimitris Papazoglou: USP Identity