A new “timeless” identity for Conran and Partners


At the heart of the architecture and interior design firm’s new identity is a monogram and a typeface.

To coincide with the move of its London office from Shad Thames to Farringdon, Conran and Partners has undergone a rebranding, carried out by design studio DutchScot.

The architecture and interior design firm, founded by the legendary Sir Terence Conran, recruited London-based DutchScot to rework its identity, which they considered outdated.

“Initial discussions focused on what their current identity didn’t do for them as well as how they differ from their competitors and their ambitions for the rebrand,” says DutchScot co-founder Alex Swatridge.

“The fact that they combine architecture and interior design so seamlessly was one of those distinctive aspects,” she adds.

Building on this history, DutchScot wanted to come up with a design that was “timeless” and “speaks as much about the lifestyle side of the business as it does the architecture”.

This led the studio to use a monogram, which could be stamped on products and “would become synonymous with the practice in the future”, adds Swatridge.

The monogram design itself is made up of the letters “C” and “P”, which are joined seamlessly to form an ampersand. Swatridge explains that a lot of typographic research went into finding the best way to execute this idea and how to contrast the monogram with the brand’s new typeface.

The typeface the studio ended up using is Styrene by Commercial Type – a sans serif font that “has character, but also means business,” and was the perfect reflection of the flowing curves of the monogram.

Together, these elements form an identity that is both classic and contemporary, and one that rebels against the generic and “forgettable” word marks that are so prevalent in architectural practice these days, according to the designer.

Reflecting on the project, Swatridge says, “It was obviously a dream job to work with such an iconic studio, and one that we have so much respect for in terms of process and outcome.”

She adds: “We are delighted with the results, there is a modernity to the execution but which will hopefully stand the test of time, while still feeling inherently worthy of practice.”

What do you think of the rebranding? Let us know in the comments below.


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