The West

A commercial office tower with a retail centre, competing in a capital where most towers brand themselves with an abstract swoosh and a name in a corporate sans.

The marque does three jobs in one shape. It reads first as a W. Inside it, an arrow points west. And in the negative space between the strokes sits a T so the building’s initials, its name and its orientation all occupy the same handful of lines. It’s a compression trick, and the discipline is in stopping there: no gradient, no supporting device, no explanation needed on the page.

The wordmark beside it is a customised serif rather than the category-standard sans. That single choice does most of the positioning work it gives a commercial building a register closer to a professional practice than a business park, which is what an international-standard tenant is actually buying.

Client The West
Location Vietnam
Scope Office tower branding · Brand identity · Logo design · Custom wordmark
Sector Commercial property and office development branding