• Transform magazine
  • November 14, 2018

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New ownership structure supported by renaming

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Transforming itself from a more traditionally named architectural firm to one that is future-proof, digitally ready and employee-owned, the newly named Apt has unveiled a rebrand that is apt for a progressive professional services company.

London architectural firm Robin Partington & Partners has received a makeover and new name. The company, now called Apt, has undergone a rebrand by creative agency Greenspace. Apt’s rebrand also consists of a custom typeface, Apt Sans, which was designed in partnership with Swiss foundry Fatype.

Robin Partington, founding partner of Apt, says, “This is an exciting chapter for all of the team. Apt will continue to design inspiring buildings and we are looking forward to new challenges and building our brand further under a new identity whilst maintaining the strong team spirit that we are very proud of. Apt, implies being both astute and resourceful, which we certainly are. It also refers to things that are fitting and inventive, which is what we feel makes good things great.”

The rebrand follows the expansion of the firm and its positioning switch to an employee ownership structure. At the centre of its brand identity, Apt has adopted a bold wordmark with a strong look and feel, completed by a fullstop that conveys a sense of determinism and certainty. Inspired by the built environment, Greenspace developed a brand identity that uses a bold and abstract graphic language that is unique, confident and powerful.

Greenspace and Apt’s collaboration begun at the beginning of the year, with the rebrand being in the works from months before its release. The brief for the agency was developed alongside significant changes for Apt, including the brand’s expansion to a new studio in Clerkenwell. Apt will see the 50 strong practice enter a new era, with founding director, Robin Partington forgoing his name as the company celebrates its new structure and sets out its ambitions for the future. 

Adrian Caddy, founder and CEO of Greenspace, says, “We are proud to have supported the Apt team on the journey to its new company structure, name, identity and studio; all reflecting Apt’s ethos of great design, craftsmanship and collaboration.”

Greenspace’s work with Apt adds to its impressive portfolio of brand identity renovations that consists of brands like Zaha Hadid Architects and Wilkinson Eyre, delivering to its promise of building innovating concept brands within the architectural industry.

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