AS+P Albert Speer + PartnerCorporate Identity

For one of the best-known international architecture and planning firms, AS+P Albert Speer + Partner, Quandel Staudt developed a new logo and visual identity. In a highly reduced form, the new corporate design combines history with the future, and culture with everyday life. It achieves strong recognizability on the one hand and demonstrates a high level of usability for the approximately 200 employees worldwide on the other. In addition, a guiding principle was developed that is decisive both for the firm's market positioning and for its internal orientation. The new claim, “think ahead,” forms the core of the bureau's content-focused and visually sharpened positioning. It stands not only for the company's ability to answer questions within the broader overall context of complex and usually long-term planning projects, but also serves as a guiding principle for employees to find the best possible solution.