As a leader in the affordable housing industry, Bridge Housing’s new community is a notable milestone for the Pacific Northwest. Located in the north end of Portland Oregon’s famous Pearl District, these apartment homes were named after the equal rights pioneer Abigail Scott Duniway. This idea of equality was a key foundational element we highlighted in the brand narrative, and is visually conveyed in the logo mark and the signage concepts. The emphasis of the two red lines in the “A” are a literal icon of equality, equal housing, and fair opportunities. By encompassing it in a circular element and distinguishing it by color, we sought to convey how significant and central this value of equality was to the builder and to the community. The color palette was carefully curated to pair with the interiors and exteriors of the building, as well as the modern and simplistic feel of the Pearl District’s local ambiance.
In the signage execution, the colors were inversed to highlight the two “I’s” correlation to the icon and stand out against the architecture. Carrying these stylistic elements further, the two “I” letters in the wordmark are also in a different color to tie into the brand narrative.