Schmidt Hammer Lassen designs architecture that stands the test of time, thereby proving that longevity is a prerequisite for genuinely sustainable architecture. Nearing its 40th birthday, SHL is embracing time with a new visual identity that illustrates the constant layering of stories, material and ideas.

The new brand identity is based on the concept of layering. We have created a visual identity that shuns the classic, architectural tropes of tidiness and linear presentation in favour of a digitised version of a busy and inspired architect’s desktop. With the SHL logo as base, we allow layers upon layers of experience, process and storytelling to build up, allowing SHL to fully express their studious and analytical nature.

SHL tackles the fickle nature of time by striving towards what they call “cultural resonance” - meaning a solid contextual, aesthetic and social anchoring that does not simply whither over time. In that spirit, we have designed their new brand identity.

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