Took up this project a few weeks ago. The brief was simple, design an identity that doesn't need to scream luxury, but speaks for itself. A private collection of 17 residences.

The logomark draws inspiration from Spanish architectural heritage, specifically the Draped Arch, one of the most distinct and revered forms in Spanish design. Chosen not only for its visual elegance, but for what it symbolises: a sacred threshold. A portal marking the transition into something new. The creation of a home. A new standard of living.

The arch was then studied alongside the architecture of the residence itself, drawing from shared elements of form and proportion. Spanish architectural language meeting the building's own design, producing a mark that feels both rooted and original.

The result is an icon that does not need to announce itself. It simply speaks, quietly, confidently, and with purpose.

The full identity reveal is coming soon.

Deriving the arch from the actual building instead of a generic architectural reference is what makes this feel earned rather than decorative. The laser cut piece in the last shot is a great way to prove the mark works in three dimensions too.

I’ve been working on a small set of morphing icons. This is one of them.

I’ll share the rest on Wednesday.

Cool icons transitions and presentation!