One Exeter Plaza

Rebranding a premier Back Bay office tower with a modern, architectural identity

We developed a new brand identity for One Exeter Plaza, a prominent Class A office tower in Boston’s Back Bay. The goal was to create a contemporary, architectural identity that reflects the building’s stature, its refined interior upgrades, and its central location near Copley Square.

Client
Ruben Companies
Industry
Commercial real estate / office property branding
Services
Brand identity, logo design, visual system, signage

THE CHALLENGE

The previous identity lacked cohesion and no longer conveyed the property’s caliber or its improvements. The challenge was to create a brand presence that appealed to modern tenants—tech, finance, creative firms—while honoring the tower’s architectural geometry and the prestige of the Back Bay.

THE SOLUTION

We designed a bold, structured logo inspired by the building’s distinctive architectural forms, using strong verticals and geometric composition to convey stability and sophistication. This mark establishes a clear connection to the tower itself, grounding the brand in its physical presence.

A cool, refined palette and modern typographic system support the mark with a balance of clarity and gravitas. The visual system carries through leasing materials, marketing collateral, and signage concepts, reinforcing the building’s character and presenting One Exeter Plaza as a smart, forward-looking workplace.

Placemaking played a key role in the brand approach—highlighting proximity to Copley Square, transit, restaurants, and the vibrancy of the Back Bay. This positioning helps tenants understand not just the building, but the everyday experience of working within one of Boston’s most desirable commercial districts.

Architectural-inspired logo mark for One Exeter Plaza, reflecting the building’s distinctive form and commercial identity. The symbol fuses the numeral “1” and the letter “E”—a simple yet memorable convergence that captures both individuality and place.

Cool, contemporary color palette supporting the building’s clean, architectural brand identity.

Avant Garde typography used throughout the One Exeter Plaza commercial real estate branding system.

Branding and signage for One Exeter Plaza, a Class A Back Bay office tower, showcasing the updated commercial real estate identity.

Exterior signage system featuring the geometric One Exeter Plaza mark and modern typography.

The updated identity elevated One Exeter Plaza’s presence in the commercial real estate market, helping communicate the building’s upgrades and competitive advantages while offering Boston Properties a flexible, cohesive visual system across leasing, marketing, and environmental applications.

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