Archplay Development is a Moscow-based investment and developer company delivering one-of-the-kind projects for customers who only settle for the best. The idea of superior quality became the backbone of the new positioning: “High Standards to Match High Expectations”. Expertise, a strong drive for success and a passion for growth - these were the qualities that were epitomized in the brand’s platform, new logo and visual identity. The super symbol features outgoing rays that are directed upwards and shaped into a stylised letter “A” - the first letter of the company’s name. Just like the logo itself, it is used on various kinds of brand collateral as an independent branding element. The super symbol can form patterns or become the main part of the graphic element that is used for decorative purposes in printed materials, as well as corporate gifts and merchandise. The deep green brand colour helps stand out from the competition and acts as a visual anchor. In addition, when used together with silver, it acts as the status marker and alludes to the company’s expertise in top-tier projects. For the new logo and descriptor, we used a custom typeface designed specifically for the company. One of its distinctive marks is the character “A” with its expressive lines and an arched crossbar. Together with the super symbol, it powerfully communicates the brand’s personality, its strong drive for success and passion for growth. Meanwhile, the minimalist steady lines imply that the brand operates in the premium segment.