1997-2002: Having laid a solid foundation for Phillip Jordan Architects, Phil knew that the company was now a recognizable brand within the sphere of his current clients and increasing staff. The practice had grown during the initial years and it was time to revise the logo. Phil wanted one that was bold, easily identifiable and continued to demonstrate the influence of the digital techniques, available at the time, in PJA’s workflow and design thinking. An expressive font was chosen for the acronym of the company, a drop shadow added to the letters and five squares [in reference to the geometry of the initial logo] where rhythmically placed below the letters.
2003-2004: By the early 2000’s, 3d renderings were becoming commonplace in the architectural process. In keeping with the founding principles of the firm, Phil cultivated a culture of experimentation with the digital methods of the time. The revised logo envisioned the PJA as solid red letters whose shadow was created by a light source that could be placed within the 3d space of a digital model. The initial rendering was advanced by the standards at the time, but PJA was about to refine and master cutting edge rendering techniques.
2004-2012: Refining the previous logo was a priority given the increased capabilities of rendering software and hardware that PJA was beginning to acquire. The background for the logo was imagined as a sphere that existed behind the letters and squares. This gave PJA the opportunity to showcase the ray-tracing and complex illumination strategies of the rendering software. The color of the letters was made bolder and the spot lights positioned to exaggerate the shadows and depth of the letters.
