Branded Facility Design

Branded facility design is an exciting, challenging segment of our architectural work. It’s very different from other architectural projects because the brand guidelines inform so many of the designer’s decisions. Whether we are choosing finishes and furnishings or designing space plans and building exteriors, corporate brand guidelines will have a strong impact on our design decisions.

Corporate Brand Guidelines

Have you ever wondered how well-known brands translate their identity into the built environment? Companies with strong brand identities want every aspect of their business to reflect their brand. This applies to everything from signage and websites to designing their corporate offices. How does a corporation translate their distinctive brand identity into the built environment?

Companies with strong brand identities have created a style manual or guide. These guidelines define the brand in a consistent way and set the rules for the use of the brand. Everything from logos to colors is included in the guidelines and often helpful information about the origins of the brand is included too.  Every person who is responsible for representing the brand internally and externally will refer to the guidelines to understand how to use the brand.

Translating Brand Guidelines

Architects work with corporations to develop attractive and functional spaces that clearly reflect their brand. Using a corporate brand style manual or guideline, we develop proposals that translate the brand into fresh concepts for the built environment.

Architects work with corporations to develop attractive and functional spaces that clearly reflect their brand. Using a corporate brand style manual or guideline, we develop proposals that translate the brand into fresh concepts for the built environment.

New Structures

Our proposals may be for a new building. This is often the case when we are designing a new attraction at a theme park, for instance. We follow our client’s brand guidelines as well as the design guidelines for the attraction itself.

JUSTICE LEAGUE: Battle for Metropolis is a new 4D interactive thrill ride and a full-sensory gaming experience at Six Flags Great America. For this DC Entertainment-themed attraction, we worked with the project team to incorporate the DC Entertainment and Six Flags brands into the visitor experience at the 22,000 square foot Hall of Justice.

The brand identities of entertainment giants Six Flags and DC Entertainment are reflected in the Hall of Justice building, delighting guests and delivering a thrilling experience. The grand marquis introduces guests to the Metropolis journey and the dark interior supports the ride’s innovative features, delivering a new level of immersive storytelling and gameplay. Designed by Sally Corporation, the dark ride features a motion-based ride system by Oceaneering.

Existing Structures

For some projects, our proposals may be focused on “rebranding” or updating an existing space to reflect the evolution of a brand. This is often the case for auto dealerships because the customer’s car buying and service experience changes as the brand evolves.

Karl Knauz BMW is a good example of a rebranding project. For this remodeling project, we worked with others to incorporate the Karl Knauz and BMW brands into the customer experience at the 45,000 square foot Lake Bluff dealership.

The innovative, high-performance Karl Knauz and BMW brand identities are reflected in the building to help deliver the ultimate customer experience. An open, flexible, and vibrant space supports the customer’s purchase and service journey. Transparent and inviting spatial characteristics are enhanced by the interplay of natural and artificial light. The new branded environment responds to customer expectations and serves the needs of the dealership now and well into the future.

We enjoy working on corporate branded facility design. This exciting and challenging area of architecture is unlike other project types because the client’s brand guidelines influence and inform so many of our design choices and decisions. When completed, the projects benefit from a cohesive look and feel that reflects the company brand.