FRANKFORD FLATS CONDOMINIUM BRANDING - “FISHTOWN” PHILADELPHIA
Freelance Contract | Client: Hightop Realestate & Development | Location: Fishtown, Philadelphia
Frankford Flats is a condominium located in the heart of one of Philadelphia’s most up-and-coming neighborhoods, “Fishtown”. In recent years there has been a resurgence to this once highly industrial area, now, largely inhabited by a young population and known for its hip restaurants, bars, and unique businesses.
The client, Hightop Development, sought after a brand for their building that would embody the local culture as well as portray the convergence of Philly’s industrial history and the classic sophistication held within the walls of this new community.
Exploring with the “F”
Many stylizations of the Frankford Flats, F’s were explored in the development of the winning logo. Original sketches are pictured here on the right.
FIRST ROUND PROPOSED LOGO DESIGNS
Modern line-work inspired by the property's architecture paired with an industrial, san-serif font. Combines flat shapes (pun intended) and dimensional highlights to create a dynamic, interlocking logo.
Rubber stamp logo design inspired by the local business' throughout the Fishtown area. The centered upward-facing arrow is formed by a double "F"- creating a hip, positive vibe that resonates with the architectural design through a perspective/color-influenced illusion.
Classic and clean design utilizing a vintage type treatment–slightly reminiscent of the industrial giant, Dupont. This mark embodies the timeless resemblance to an old-school Cadillac grille that merges the industrial era's attraction to classic cars and the unique demographic that spans blue-collar to upper class.
