Branding | Design | Identity

Founded in 1975, Barker Rinker Seacat Architecture (BRS) has grown from a small Denver firm into an integrated design practice with projects in more than 200 communities nationwide. When they were ready to celebrate their 40th anniversary with an identity refresh, BRS asked Betterweather to help.

The BRS founding partners were attached to the firm’s old mark but realized it needed some work. From a purely functional standpoint, for example, it was hard to read at small sizes, and the shape was awkward to work with. BRS wanted the updated identity to convey a bit of whimsey and incorporate lively color, but there was one non-negotiable requirement for the refreshed identity: We needed to keep the “BRS bug” (BRS in a circle).

We worked through our Think.Make.Be. process with BRS’s CEO and marketing leadership and arrived at a sophisticated solution that met functional objectives: The mark is now easier to read, we simplified the color palette, and we created a grid system for the company name to rest on, which improved the structure of the entire signature. Our approach was tailored to meet their unique situation and budget, and both BRS and Betterweather were happy with the end result.