One Exeter Plaza

Adams Design Boston rebranded this 200,000 square foot landmark office building located along Boylston Street, in the heart of the city’s exclusive Back Bay neighborhood, with a new logo and identity rooted in its architectural form. Ruben Companies, developer.

one exeter plaza business card

Adams Design Boston creates bold logos, branding, websites and advertising for businesses seeking distinctive, strategic visuals such as this small card reader

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.

one exeter plaza directional gray signage

one exeter plaza directional signage

Adams Design Boston creates bold logos, branding, websites and advertising for businesses seeking distinctive, strategic visuals such as this signage for one exeter plaza

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.

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