Opinion by Richard Baird Posted 12 July 2013
InForm is an Australia architectural design and build firm established in 1996 that provides a holistic service which “integrates architecture and construction in a process that promotes creativity, flexibility and efficiency”.
Their new visual identity, created by design and digital development studio Hofstede and “rolled out across printed, digital and environmental forms”, conveys familiar and modernist architectural principles such as truth to materials, craft, structure, functionality and restraint with a neat combination of black, white and dark concrete grey uncoated substrate choices, the high quality of foil finishes, grid-based layouts, plenty of space and the geometric basis of a logotype constructed from Neuzeit S.
“The subsequent decade and a half has seen an increasingly fragmented new home market in Australia, with a flood of choices ranging from small boutique businesses to large-scale volume builders. Facing ever-increasing competition and tough economic conditions, InForm appointed residential architects Pleysier Perkins to oversee a rejuvenation of the company’s design range specifically, and to review all aspects of the brand more broadly. Following a recommendation from Simon Perkins, our role developed and expanded in a similarly organic, collaborative manner. An extensive and rigorous analysis stage identified a concise set of brand values for InForm, concepts expressed in an elegantly restrained system aimed at a design-aware audience.” – Hofstede
“A comprehensive initial research phase investigated disparate references in art, architecture and design, focussed on minimalism and simplicity. The resulting identity reflects this axial philosophy in the specification of a singular typeface (Neuzeit S) and palette of subtle grey tones.”
“The brand’s reductive approach is evident in regular press advertising. Superfluous elements are stripped back with emphasis given to the house designs. Such generous white space creates high impact in the busy context of a magazine.”
“The InForm range is an evolving series of designs which will grow dynamically over time. A flexible brochure system was developed to embrace this ideology.”