M5 is a Helsinki based architectural, urban planning and furniture design studio. Their new brand identity, designed by visual communications agency Werklig, captures a multi-dimensional and multi-disciplined approach with a simple logotype solution and flipped typographical device.

“m⁵ architects are specialised in so-called five-dimensional planning, which means integrating traditional architectural 3D modelling with two other layers of variables (such as construction time and building costs). m⁵ architects asked Werklig to create an identity based on 5D concept. The identity needed to be extremely simple, usable and timeless – with the “5D” element visible.”

“m⁵ logo is the key building block of m⁵ identity, the primary visual element that identifies the company. The logo is simple, but it has a subtle hidden message in it: a common square meter symbol (m²) has been flipped, thus creating a symbol for the five-dimensional approach of m⁵ architects.”

“The final touch to the overall feel was made with typographical choices. m⁵ uses FF DIN as a corporate typeface. FF DIN is a robust and very legible typeface, with a technical/architectural twist. Using DIN is also a small cultural hint towards Germany–both M5 main designers have solid German roots, so what would be more suitable typeface for them? ” – Werklig

The flipped and rotated 2 to form a 5 is a very smart observation that neatly ties the brand to its spacial discipline in a clean and understated way giving the simple construction of the logo-type a very own-able and distinctive characteristic. This device also characterises a strength of ideas, physical structure and calculation through its mathematical sensibility and the ability to view a project from alternative and unusual perspectives. The typeface, DIN, has a solid rationale and relevance to the firm, the irregular 2 fits neatly within this selection and is well executed across the stationary retaining a very clear and structural tone with plenty of space. A limited and flat three tone urban and industrial colour palette works well to compliment the simple concept that blends a vivid orange (ideas and creativity) with the utility of concrete grey.

Design: Werklig
Opinion: Richard Baird
Fonts Used: DIN