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– 2021

Branding Identity, Motion Design, Visual Design

SJL Architekten — Copenhagen, Denmark

Identity Proposal

The SJL story is constantly changing and evolving. From the three directors and one employee in 1984, to a multi- studio collective operating throughout Denmark with over 120 people. To reflect this new reality, the new brand needed to convey their layered diversity and perspective as one confident and united front.

The brand's elements work together to tell a subtle but-nuanced story – about how the specific, tangible benefits of genuine diversity can be shown, and how the fundamentally human arts of design and planning can be expressed in a fundamentally human way.

Drawing on many of SJL previous reinventions, there are modernist principles, minimalism and simplicity that counter moments of warmth and craft all the while playing the supporting role to their published work.

© 2022
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