The Square on Delmar
Services - Logo, Signage
A redevelopment of the 1940’s era Hampton Park Apartments near the intersection of 170 and Delmar Boulevard in St. Louis County, the newly named Square on Delmar apartment complex needed a logo that appealed to their targeted demographic — young professionals who wanted to live, work and play near downtown Clayton.
Hip to be square.
To appeal to active, young professionals and reflect the quality of the redeveloped apartment homes, I created a contemporary logo that is sophisticated and vibrant. Streamlined art deco interior details found inside the 8 buildings that make up the complex served as initial inspiration for the logo. Clean lines along with some unexpected typography combine to create a logo that is contemporary and fresh. A color palette that draws inspiration from the site’s many trees, and the patina of the cooper cupolas found on each building boosts the energy of the visuals and lends a sense of friendliness to the brand.
As the brand visuals are built out, I envision the square element of the logo being used as a frame to place the visual emphasis on people living their best lives, allowing prospective tenants to “picture themselves here”, thriving and growing at The Square on Delmar.
Aside from the logo, another important goal for this project was to unite the 8 buildings of the development visually. Monument signage, exterior building signage and interior signage all are designed to tie the entire campus together utilizing a common visual language that is rooted in the brand’s visual identity.
