Webber + Studio Brand

Program: develop a brand vehicle for Webber + Studio that is accurate, informative, devoid of artifice and unapologetic. In the first predesign meeting, Mr. Webber described this as a “brand that is not a brand”. What that translated as was: devoid of iconography. All companies have a brand, it just may not manifest itself in a ‘logo’ or other symoblic gesture, or manfiest itself at all (thus, a bad brand). Aspects of the project are—frankly—akward, but each piece is held to that standard of proportion and heirarchy that “works". This is a straight forward identity system that holds each piece to function and a hierarchy rule rather than following fashionable gestures or artistic movements (though modernism is certainly the foundation here).
Note: Job site sign is executed from a single piece of steel, folded twice, cut twice, no welds or joinery.