INBO — A refreshed attitude for the leading architecture firm fosters pride and confidence
INBO is one of The Netherlands’ leading architecture firms, but hasn’t always been recognised as such. While insiders have long been aware of INBO’s professional qualities – their people-focussed mentality; their aim to create a positive impact on the locale of a project, and the people who live and work there – their external presentation has traditionally been modest. Keen to implement change, they asked Studio Dumbar/DEPT® to help express their personality and expertise with more clarity and pride.
Strategy
Our approach was determined by two objectives. One: create a contemporary identity expressing the quality of INBO’s work, its character, and values. Two, and key to achieving our first objective: strengthen the shift in culture – in particular, INBO’s approach to external communications. The desire to give every project equal billing risked diluting the impact and prominence of their portfolio. We encouraged them to employ a more confident, curated approach: showcase only a selection of projects; focus on the most relevant stories, and tell them well; ensure content is always concise and compelling. This shift to a bolder, more assured attitude became the guiding principle for the visual identity.
Design
The new style is an authentic expression of INBO’s achievements and reputation, while looking boldly to its future. The logotype is architectural (with its hardy, brick-like character), empowered (the bold typeface) and friendly (the orange/red hue; the rounded corners and light-weight connection in the letterforms). Consistently strong, the new identity is a harmonious blend of openness, warmth and confidence. Typography is friendly, yet resolute. Colours are contemporary, albeit with an earthy quality that sets INBO apart from its competitors. Project photography focusses on people, engaging with INBO’s buildings and their surrounding environment, avoiding the ‘architecture-as-iconic-statement’ approach employed elsewhere in the industry. The dynamic building blocks of the new website shift, expand and shrink, while an all-encompassing editorial tone speaks with personality.
Results
Applied with consistency and clarity, INBO's bold new attitude and editorial focus allows potential clients and new talent to recognise the true spirit of INBO, instantly – in each and every touch-point.
