![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6b1e52110889645.5ff8ceae3d87d.png)
Designed and developed by architects, ARCHBasement™ is an intuitive online platform that provides a wide range of fully functional 3D objects and graphic elements for practicing architects, students and architecture firms.
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/7a7954110889645.5ff7eb3686c99.gif)
For Arch’s new identity, we aimed to create a strong, rational graphic solution in 2D that also explored different possibilities with an added 3rd dimension.
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/8fd2d2110889645.5ff87f15ec606.png)
The logo explores the perception of traditional aesthetic codes of architecture but in a contemporary and experimental way. It is stern and precise in its construction, but gives itself room to play. Each letter is a rigid geometrical design with optical corrections purposefully kept to a bare minimum. They evoke the purity of architectural drawings made from rulers and compasses while carrying a modern architecture feel, and their 3D iterations immediately connect the visual identity with the brand’s services.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1e8267110889645.5ff7a878d1aed.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/546074110889645.5ff8ceae3cf02.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0dd5d8110889645.5ff7a6e4819ac.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1f90a4110889645.5ff8ceae3e29e.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/779684110889645.5ff87f15eafd4.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/bc211b110889645.5ff76934aac15.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/9cc874110889645.5ff7a6e4827fc.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/56a5da110889645.5ff8ceae3ed11.gif)
![Image may contain: screenshot](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b85afe110889645.5ff7545f011c7.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c24427110889645.5ffbc1c534123.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4e7c66110889645.5ffbc1c534892.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/7d472b110889645.5ff76934ab347.png)
Both of the chosen typefaces echo attributes of the logo’s typographic design, such as the rational vertical axis, low contrast and the (alternating) right-angle terminals.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/7462b5110889645.5ff7a6e482dae.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ef374c110889645.5ff87f15ebf41.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/053fec110889645.5ff76934aa5e4.jpg)
Visual identity & Guidelines for
Arch Basement™
Creative Direction: Rafael Ayres, Daniel Escudeiro
Motion 3D rendering: Paulo Ferreira
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp/4daf6a110889645.5ff87f15eb6f8.gif)