To create this logo concept I started with a geometric, rational sans serif for the base. I then added subtle modifications such as an upper block serif to the lowercase i to add a structural, architectural feel to the logo. Finally, I replaced the m with a three column symbol. This serves as a simplified logo and is a nod the the old arch logo.
A modern approach
SRA requested I explore two options, a modern and ambitious redesign which would express the bold innovation of their new architectural design projects, and a lighter, more traditional approach closer to their current brand and website. Ultimately they went with the traditional version to maintain brand recognition, but here are some examples of the modern design.
The final design
The final design gave the existing SRA identity a refresh and massively improved the usability and experience of browsing the website.