Ground | Logo Design

Part of the brief involved renaming the building to make it more appealing to creative and technology businesses, moving away from something purely functional towards a name with character, meaning, and memorability.

The building features a rare landscaped garden with a mature apple tree. Rather than using obvious visual references to trees or apples, the concept focused on the idea of touching ground, stepping away from screens, and allowing ideas time to take root. Visual inspiration came from the close-up architecture of plants, such as leaves and roots, paired with a celebration of the building’s own architectural details.

The identity is typographically led, with the logo drawing inspiration from roots rather than the full tree. This reflects the foundations of ideas, campaigns, and businesses, and how they grow into something fully formed. Organic influences are balanced with geometric structure to mirror the relationship between nature and the built environment.

The result is a grounded, contemporary identity that feels calm, confident, and human, positioning Ground as a distinctive workspace where ideas can establish themselves and grow.