Maas und Partner
category: architectural studio branding
role: strategy, creative direction, art direction, design
tools: Photoshop, Illustrator, InDesign
year: 2014
The Münster-based architecture studio Maas und Partner challenged me to develop a dynamic identity concept that reflects the company's specifics—adaptability and cutting-edge urbanism.

Maas und Partner's office Interior. 2016

To solve the task, I plunged into the theoretical developments fundamental to modern architecture: Modulor modular system by the French theoretical architect Le Corbusier. pened up how to build a concept in which the elements of the sign are freely generated while maintaining a dynamic synthetic unity.

General Logo Form

The generation of new forms of the sign is going following the matrix, the proportions, and structure of which reflect strict relations based on the Golden Ratio series, described in Le Corbusier's Modulor.

Logo Form variations. On the right, you can see the principle of building forms in the matrix.

Using the modular table (on the right), one can get different sets of elements. Below you can see seven modifications of one basic composition of elements. The proportions of the rectangles and the spaces between them always lie within the system given in the table.

Logo Form variations

The system allows you to create a flexible and dynamic tool for designing means of corporate communications and providing any applied functions. I managed to combine a deep scientific basis and the functionality of a modern approach in a dynamic identity.
Working on the concept was not easy. I have come a long way, we have been working on other solutions. In particular, I considered possible options based on the aesthetics of constructivism and the Bauhaus (below).
Sketch developments. Options 2 & 3