Adams Design Boston rebranded this landmark office building at Exeter and Boylston Streets in Boston with a new logo and identity rooted in its architectural form.
Identity
Print
Signage
The identity for One Exeter Plaza distills the building’s name into a single, elegant mark. The symbol fuses the numeral “1” and the letter “E”—a simple yet memorable convergence that captures both individuality and place.
Rendered in a restrained palette of cool tones, the logo speaks to the building’s architectural precision and modern character. It’s a symbol of clarity and refinement.
Avant Garde Medium, a geometric sans-serif typeface originally designed by Herb Lubalin and Tom Carnase in the 1970s. Its use in the logo conveys a modern, sophisticated, and architectural aesthetic, aligning with the building’s identity.
The One Exeter Plaza signage is restrained and precise. Geometric typography, subtle color, and clean iconography create a calm, architectural presence — a refined expression of clarity and structure.
