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A new chapter is being written in the story of an icon

Built on the foundations of history looking to the future

The iconic landmark Toast Rack building, which was originally part of Manchester Metropolitan University’s campus, is being redeveloped into 210 apartments, complete 20,000 square feet of Gym and Leisure space, artisan coffee shop and glass-covered winter garden and over 7,000 square feet of retail space. Developer, Generation Ltd, tasked us with crafting a brand which could sensitively acknowledge the long history of the building and its iconic 1960s architecture, whilst being a beacon for the future of the development.

We knew we had to create a visual identity and language that was iconic and would accurately represent where the Toast Rack came from, and where it was going. Our top consideration was to ensure that we didn't lose the rich history whilst creating something that was future-proofed.

The brand needed to speak to our modern audiences who would be attracted to living in this exciting new residential development from young couples to families, to professionals and retirees whilst also embodying the modernist spirit of the 1960’s. We set out to create a logo, colour palette and visual language as well as tone of voice and key messaging that would work across a variety of media - from hoarding to marketing materials, to signage and way finding which would live within the buildings.

The central logo concept takes the 1960s parabolic line forms and geometric style along with the era's bold shapes to create a resemblance of the iconic toast rack building from a front-facing perspective. The use of duplicated shapes was chosen to reflect the depth of the building and its recognisable shape, in an abstract way.

The sixties inspired colours allowed for a cultured art to be integrated throughout the development, drawing the consumers into a space full of personality and style. Contemporary typography options emulate the 1960s style of font. These fonts denote the original typography published during the sixties decade itself whilst also considering our current 21st century modern type.

"From our first meeting, we were impressed with their enthusiasm, energy and attention to detail. They bring something very different to the table and we look forward to seeing what they produce."