Born out of a passion for design and exacting craftsmanship, Shape London’s internal spatial environments are entirely bespoke and responsive to their clients’ needs. Freytag Anderson worked with their team to create an intelligent, minimal and functional brand identity which communicates these qualities. It was important that the identity should be versatile yet consistent. The designers developed a logo which can be used with texture and colour or simply in linear form. A distinct colour palette of pastel shades was selected to compliment the identity. A modular logo was developed to represent each of the companies three divisions: Shape Space / Shape Works / Shape Lab. The image-rich website is intended showcase projects and expertise. Whilst the identity, type and website structure are minimal and functional, the designers were keen to balance this with the companies personality and culture. They did this by ‘humanising’ the overall feel of the website, using shots of people (or hands) alongside a friendly and accessible tone-of-voice.