A reductive identity indulging texture to express the name, mark and family history of one of the preeminent, modernist architects in Austin.
Clean-lined and carefully tooled, the work of Michael Hsu’s office appears [to us] to rely heavily on pitch-perfect texture and material decisions rather than grand geometric gestures. This identity echoes his style and principles.
There is almost always an economy of form—like a minimalist— in Michael’s work, coupled with a sense of judgment about color that is geared to be memorable. Therefore the identity is as reductive as possible, indulging texture in a way we’re rarely allowed. This was an opportunity to express his name and mark in the same way Michael expresses his client’s needs and desires. Double and triple letterpress, raised form and highly-structured typography, relying on minute descriptive tags, allowed us to speak with his tone, but in a much smaller amount of space.