Rockwell

Brand Identity, Logo Design

Design and construction management of a $21 million 30,000 square foot renovation of a residential/mixed-use property with 16 residential unique condominiums over 2 commercial (retail) condominiums over two levels of underground parking in a cast-in-place concrete shell originally built in 1982.

As the logo is seen in movement, it builds into an experiential pattern, it creates a vibrant, colorful network that connotes connection, direction, and destination out of the figures that overlap. The resulting visual language is universally recognizable for the more than 88 million passengers who will visit LAX — there is something both unique and familiar about the lace-like pattern wrapping the trains linking visitors in the efficient access system. The pattern allowed the team to develop a bold collection of merchandise helping the new brand to stand out in a crowded space.