After 25 years, a new brand positioning and a refreshed brand identity helped Meyer, Scherer & Rockcastle (MS&R), a leading architectural firm, transition from one generation of leadership to the next — without diminishing existing equity.
Highlights
- Larsen began with the brand positioning to focus marketing efforts and clarify the leadership transition.
- The refreshed brand identity clearly signals change, yet builds on existing equity,
- The initials of the founders — Meyer, Scherer & Rockcastle — form the visual foundation of the new logo.
- Overlapping ampersands reflect the firm’s focus on growth, collaboration, and the development of new leaders.
