Construction and real estate activities are very specific. By targeting the world’s leading brands, customers in the luxury segment will always know which logo they want to see.
Interesting personalities like Petr and Fed Novikov, ex-Strelka and Airbnb, and the founders of Apt Buildings, have their own worldview and creative vision. They take a non-standard approach to visual art, life in general, and business. Fresh thoughts and views that make you move immovable, or rather, real estate. For such creative personalities, home is not just a place to live. It is a platform to realize your creative ambitions, dreams, emotions, aesthetic taste, and new, stunning ideas. For them, it’s important to create a home where one can live not just for a long time, but forever, so it is not a box, but an oasis where every corner holds special meaning.
The Apt brand has become an example of a unique visual style, from logo preparation to the broader creative process.
The logo is not about being elevated to the rank of Internet hype; it is not monstrously ancient, but a symbol of the eternal and unshakable, the cosmic and fantastic. This is a non-trivial view of trivial things.
It may seem surprising, but what can surprise you now, when so many ideas and different creatives are promoted in visual culture? It turns out there is something to it.
The logo is based on the concept of “subconscious luxury.” Textures, shapes, visual illusions, riddles, and puzzles that look half-open at first, then ask people to think for themselves.
Different, exclusive, and even a bit funny. These descriptive characteristics should be used on a par with the Apt brand.
I wanted the brand logo to emphasize simplicity and grace. There are only three letters, but how do you connect them to make it innovative and create a wow effect? It was impossible to imagine a naive, simple, and childish design. This could have meant cutting the entire creative initiative.
Therefore, we came up with our own unique and inimitable “face” of the brand. With no clear guidelines or associations, designers had complete carte blanche. As a result, they went all out, exploring the best approach to creating an image.
Thus, following the modeling path, we studied texture features and alternatives to font images of the alphabet. Simple scribbles were used, which could be stylized and made into something unusual.
Several fundamentally different approaches were implemented at the stage of preparing the sketches. The logo ideas were depicted as old stamps, volumetric letters, stone carvings, metal casts, and, for comparison, more familiar forms for the layman.
It turned out unexpectedly cool. The thin lines of the three letters encircled in an uneven circle, even closer to the shape of an oval, were rendered by the designers on different stone surfaces, which gave a three-dimensional effect to the name. The image’s beauty and spectacle come from the use of different rendering models, although in reality, the logo looks like uneven lettering drawn with a thin pen.
The image is transformed in combination with other elements. It seems the creative team wanted to show harmony and unity with the surrounding world and environment. They certainly succeeded 100%.