Case Study
GEC Architecture
A modern take on a legacy architecture brand that celebrates its long tenure with warm regards.
About the project
About the project
GEC Architecture is an Alberta-based firm established in the 1960s with offices in Calgary, Edmonton, and Toronto.
To celebrate a new era of the organization and their long tenure in an ever evolving architecture landscape, this rebrand takes cues from their established history, while bringing the brand to a contemporary point of view.
To celebrate a new era of the organization and their long tenure in an ever evolving architecture landscape, this rebrand takes cues from their established history, while bringing the brand to a contemporary point of view.
Services - Visual Identity, Brand Guidelines, Website Design
Client - GEC Architecture
Created at Frontier Design Studio
Client - GEC Architecture
Created at Frontier Design Studio
The Brief
GEC Architecture came to us looking for a brand to match their organization’s growth. Transitioning from a small founder-led team to a partnership of 12 diverse experts, their work has spanned decades and focus areas but their brand hasn’t kept pace. To compete with bigger firms, they needed an identity that reflects their scale and credibility.
![]()
Concept & the Brand
Taking conceptual inspiration from the geometric rhythm of the G, E and C letterforms and a warm colour palette reflecting brand messaging of “Warm Regards”, we designed a modern yet charming architecture brand.
![]()
The logo highlights the letterforms G, E, and C in high contrast, and celebrates their formal similarities with three repeating oval shapes.
![]()
The typography of the GEC brand uses a minimalist sans serif that stands tall and is highly legible. The combination of the condensed and standard widths balance the height and contrast of the logo with the open and legible qualities of the brand system.
![]()
The GEC brand contains nine colours, inspired by warm and vibrant tones that pair together to create a well balanced and versatile palette. There is an intentional range of light to dark values in the palette, to help create contrast in layout.
![]()
Graphic logo crops and oval patterns provide punchy visual elements that are carefully used throughout communications.
![]()
The logo highlights the letterforms G, E, and C in high contrast, and celebrates their formal similarities with three repeating oval shapes.
The typography of the GEC brand uses a minimalist sans serif that stands tall and is highly legible. The combination of the condensed and standard widths balance the height and contrast of the logo with the open and legible qualities of the brand system.
The GEC brand contains nine colours, inspired by warm and vibrant tones that pair together to create a well balanced and versatile palette. There is an intentional range of light to dark values in the palette, to help create contrast in layout.
Graphic logo crops and oval patterns provide punchy visual elements that are carefully used throughout communications.
All Together
The GEC Architecture brand showcases how a modern identity can have personality and charisma, standing out in a sea of paired down brands. Developing a brand system that has range to adapt more minimal to more expressive solutions will stand the test of time.
![]()
![]()
![]()
![]()
![]()
Branded merchandise & business collateral
Environmental graphics concepts