– hpp laage & partner, architekten und, general-planer, letter logo,, visual identity, stuttgart 2002


the existing company logo, the acronym ›hpp‹ – formed from the names of the founders – needs to be reworked. another company is joining it – in a merger of equals. the new name too is abbreviated to its initial letters and drawn in the same style as the old logo. the old and the new combine in a way that is natural and unforced. the angle of rotation is reminiscent of a wing, opening up to a wider expanse. the tilted square cuts into the letter shapes, making the heavy characters lighter.

hpp laage & partner
architekten und
letter logo,
visual identity
stuttgart 2002


hpp laage & partner
architekten und

project team:
frank geiger
(project manager)
andreas uebele