This venerated creative shop recently launched a new identity that includes a new logo, website and a reimagined workspace for its downtown Minneapolis headquarters. Carmichael Lynch’s new logomark was the starting point for a nostalgic identity that was transformed into one that bravely embarks on a new aesthetic journey. The agency calls the Wyman-Partridge Building home; built in 1916 as a textile mill, it’s a Minneapolis landmark. Carmichael Lynch reused many of the old building’s components—salvaged existing freight and fire doors were reused throughout the office and even incorporated into conference room furniture—and exchanged its muted colors for bright, energetic hues. Combined with the new colors, patterns and graphics infused with motion add life to the agency walls.
[photo credit: Chris Sheehan]
// From our friends at Communication Arts