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We collaborated with JLL and TCC to craft the original brand identity for Tango, one of the new buildings in Northpoint a new development in Cambridge, MA. Our collaboration began with naming and designing logos for the two apartment buildings, and expanded to include the development of a website, signage, and advertising.
The tilted "N" in the logo serves to add a dynamic element, mimicking the subtle tilt and sway of a tango dancer in motion. This design choice not only reinforces the theme of the tango but also adds a sense of movement and rhythm to the logo, capturing the essence of the dance and reflecting the vibrant energy of the building's community.
Photographer Stephen Sherman created a library of stylized photos bringing the branding colors to life in each one. This photo focused on the proximity of the site to grocery stores and shopping.
Adams Design
20 Park Plaza
Boston, MA 02116