Developing the nicholas Brand

We wanted to develop a logo that reflects our heritage, lineage and values. We talked for hours. We brainstormed, sketched and evaluated options. Everything was “almost good” – but almost isn’t enough when it comes to identity.

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That’s what the process of creating our logo at @nicholas looked like. And it was exactly as it should be – challenging.

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Because if we truly believe that architecture is more than just form, then a logo can’t just be beautiful. It must carry meaning, represent our values, reflect the human aspect – or, maybe, if classical architecture is, as we believe, a reflection of a higher power, then it must reflect the transcendental and divine.

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That’s when @AntonioCalvino, the renowned Italian designer, came into the picture. He listened. He asked questions. Through on-going dialogue, understanding was reached – and, suddenly, the logo appeared. The one that has stayed with us to this day.

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Too many companies take shortcuts. A logo from a generator? Sure. Fast, cheap, legal. But is it a true representation? Do we really want to build our brand on .png files pulled from a database?

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We refused. A logo isn’t just a graphic. It’s a record of our thought process, our decisions and our values. It’s the story of who we are and what we believe in. You can’t generate that with one click. And honestly – thank goodness.