To celebrate our 20th year and to prepare for the future we have undertaken an internal rebrand. Our intent was to visually reinforce the values and ethos that Edge has nurtured over the last two decades with a fresh new look. Our outgoing logo combined Times New Roman and Helvetica typefaces within the EDW lettermark, creating a congruent relationship between classic serif and contemporary sans serif design and neatly echoing our philosophy as Architects.
The EDW team agreed that the rebrand should be an evolution rather than a revolution. It was important to us to pay respect to the heritage of our brand and for it to remain instantly identifiable to our clients, past and present.
Times and Helvetica have been replaced with Domaine Display from the Kilm type foundry. Domaine is a sharp, elegant serif that blends traditional French and British genres into a contemporary aesthetic. We’ve played with the idea of creating harmony between the classic and modern by creating a bespoke W that has two serifs removed from its three diagonal strokes – thus creating a new, modern and unique letter from what existed previously.
The introduction of a diagonal line positioned to the right of the lettermark is a visual representation of our passion for collaboration, our brandmark is primed and ready to sit alongside that of our collaborators.