Los Angeles, California
Recognized as a local landmark and designated as a City of Los Angeles Historic-Cultural Monument, sensitivity was required to balance the architectural integrity with current needs to create a thriving epicenter for work and life. PacMutual offers a unique mix of an aging Los Angeles landmark and modern lifestyle for retail and office space in the heart of downtown. RSM Design was asked to create a brand that reflected the new vision of the historic building.
INTERSECTION OF THE PAST AND FUTURE
A simple logo that exemplifies the history with an undertone of modernity. A contrast between serifs and a modernized san serif with a missing ascendor creates an illusion and mirrors a sense of classic and traditional yet modernized into the 21 Century with a touch of luxury. Taking inspiration from the building’s historical architecture paired with the contemporary attitudes of the interiors that create a unique juxtaposition within the PacMutual Building.
The PacMutual building is a unique mix of rich history and vibrant modernity in the heart of downtown Los Angeles. This juxtaposition creates an exciting intersection for the future.
Klawiter, Allison Richter Photography