Freecell Architecture is an architectural firm based in Brooklyn NY. Since 2005, Freecell Architecture finds it essential to engage with materials, methods, and structures to solve design problems. The Firm’s approach is always personal and strongly artistic. Most of their projects involved the experience, the sensorial: projects always feature a back and forth with the interpreter, through the quest for new experiences.
Freecell were in need of new and representative identity that would appeal to both artistic and high-end clients, aiming also to bigger architectural projects.
Our guiding concept behind FA’s branding identity was the Perception of Space
This concept is based on the multiplicity of views that a structure has in relation to the space around it. The Branding is the result of the sum of the declinations of a main Symbol (its multiple views); this relates directly to the capability of the FA team to adapt and solves different type of problems with their own unique view.
To construct the brandmark, a primary shape is ‘projected’ on three different irregular surfaces, each one with its own slopes and inclines, thus creating the first three declinations of the Symbol. Each one the first three declinations can be viewed from four different angles: Front, Right, Left and Top.
This different views make up a second set of declinations, resulting in 12 different incarnations of the Symbol. This twelve incarnations can be rendered in three different ways, three ‘skins’: Plain, Wireframe and Lines.
Aside from the surfaces, views and skins, there’s one more variable, a spelling alternative of the word ‘Freecell’, as already present as the current web-site’s domain name, ‘FRCLL’ (frcll.com).
To round it all off, there’s two different lockups for the brandmark: Lockup A, the Symbol stacked over the word architecture, and Lockup B, where a second variable of the symbol can perform as a background.
Due to the multiplicity of combinations, the Branding is a dynamic system of coexistent variables, where the possibilities are endless.