Aramis

Aramis needed an institutional identity with an established presence from the first piece of paper. An intricate monogram of interlaced letters rises above a heraldic crest of rearing horses, set over a classical serif name. Authority, in the details, with every application drawn from that one engraved figure.

An ornate mark can easily turn decorative or crowded at small sizes. This one had to hold the same weight on a business card as on the face of a building, and stay legible in a single colour. It also had to feel inherited, as though it had been in use for a long time.

We designed the identity system and the institutional collateral, then visualised how the mark behaves in stone and metal.

• Monogram and crest
• Identity system
• Stationery and correspondence
• Material and architectural visualisations

The horses and monogram were drawn as one engraved figure, with enough line weight to survive foil and blind embossing. On dark paper the crest is pressed in bronze or tone on tone; on cream correspondence it shrinks to a quiet emblem. We then tested it carved into banded red rock with a copper patina and cast as a lit bronze relief on a glass tower at dusk.

One mark carries the whole range, from personal cards to architectural signage, with dark paper, stone and metal giving it a consistent presence. Every application here is a presentation visualisation, built so the system can be specified for production as it is needed.