Thornbaum: A New Era in Branding and Visual Identity

Explore Thornbaum's journey in branding and visual identity, embodying minimalism and brutalist architecture in their unique design approach, highlighting their architectural philosophy.

In 2023, Studio Maller embarked on a transformative journey with Thornbaum, an architectural studio based in Bonn, Germany. Known for their dedication to brutalist architecture, Thornbaum sought to align their brand identity with the stark, powerful ethos of their work. This collaboration resulted in a branding masterpiece that resonates deeply with the architectural studio's philosophy and aspirations.

Thornbaum's name itself is a symbol of partnership and innovation, derived from its founders, Thorley Seedorf and Sebastian Baumgartl. Together, they have redefined brutalism in Germany, challenging traditional norms of European architecture. Studio Maller's task was to encapsulate this spirit into Thornbaum's brand identity, ensuring a seamless reflection of their architectural ideologies.

The design approach taken by Studio Maller was rooted in minimalism, paying homage to brutalism's core values of functionalism and monumental simplicity. By adopting a monochrome palette and utilizing minimal symbols, the team crafted a visual identity that stands as a tribute to the architectural movement. The chosen color scheme and imagery evoke a sense of nostalgia, reminiscent of archival brutalist photographs, while maintaining a contemporary edge.

Typography played a crucial role in this brand revitalization. Gotham Standard was selected for its versatility and simplicity, with varying weights employed to ensure clarity and hierarchy without overwhelming the design. This decision further emphasized the minimalistic approach central to the Thornbaum identity.

An innovative aspect of Thornbaum's new brand identity was the incorporation of motion graphics. These animations, designed to be heavy and deliberate, mirror the imposing nature of brutalist structures. This attention to detail and emphasis on minimal graphic elements showcased Studio Maller's ability to create excitement and depth within a restrained design framework.

The project also included the design of Thornbaum's fifth architectural guide. This publication not only highlights their significant past projects but also serves as a source of inspiration, reflecting the founders' visionary approach to architecture.

Studio Maller's work with Thornbaum is a testament to the power of branding in articulating and amplifying an organization's core values. Through this collaboration, Thornbaum has not only reinforced its identity as a pioneer in brutalist architecture but also set a new standard for architectural branding.