Favre+Guth — Branding , digital by twks: Swiss architecture at scale.

An architecture that acts on territory cannot be carried by a neutral identity. As Favre+Guth’s projects grew in scale and visibility, a gap emerged. The existing identity no longer reflected the reality of their practice.

The brand needed to assume this scale. To be clear, structured, and able to exist over time, without dilution, regardless of project, context, or medium.

The response was to think of the brand as a system. A language built on principles of assembly, structure, and adaptation, directly informed by Favre+Guth’s architectural practice.

At the core of this system is the plus sign. A simple, constant marker. It structures compositions, organizes communication, and creates a recognizable point of visual tension. Elements assemble, shift, and recombine across contexts. Like architecture, the graphic language responds to existing conditions, adapts to scale and use, and remains immediately recognizable.

The visual system is modular by nature. Each element functions as a building block, typography, compositions, contrast, and the plus sign. Together, they form a clear grammar designed to perform equally well at small and large scales.

The typography, deliberately bold and precise, reinforces the structural nature of the practice. Layouts play with frames, margins, and surfaces, allowing content to breathe. The identity avoids spectacle. Instead, it creates a stable framework in which architecture can fully express itself, without ever losing coherence.