The Post Building
Rebranding a Historic Landmark as a Workspace for Geospatial and Fintech
Promotional Brochure
A series of growing line-arches equidistant from each other, creates a repetitive pattern symbolizing the expansive nature of the geospatial industry. The logo infuses a sense of grounded stability, strength, and solidity to the identity system.
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Cartel has designed a new identity for The Post Building. Currently the home of Cashapp and Square, located in the Downtown North Insight District of St. Louis, the building’s remaining space is being realigned to attract clients from industries that benefit from the use of spatial insights and GIS software.
The new identity and branding help position the building as the prime workspace for geospatial and fintech. The new logo captures the essence of the building’s arched entryway and serves as a portal into the possibility of the space and surrounding district.
Inspiration for the portal -the colloquial name for the logo- came from the building’s west gate, honoring the art-deco features that define its character. A series of growing line-arches equidistant from each other, creates a repetitive pattern symbolizing the expansive nature of the geospatial industry. The logo infuses a sense of grounded stability, strength, and solidity to the identity system.
The challenge of this project was to create a brand identity that made the building itself unique, something that highlighted the new potential of the space, yet still paid homage to its historic past and cultural relevance. Creating a logo that honors the architecture of the art deco design established in 1930 and pairing it with insightful colors and curated type help reach this goal.
The colors include blues that reference outer space and satellite usage that are integral to the industry of geospatial paired with economic greens that represent the financial sector. The selections play back to the workspace being at the intersection of both fields and its unique position as a space for pioneering spatial finance, the culmination of both industries.
The type selections, while contemporary, showcase details that anchor the building’s past. The logotype features a modern grotesque font with art deco details that pair back to features displayed across the exterior and interior of the space. Headings and large type gesture a nod towards adornments within the space that showcase quotes from Joseph Pulitzer, namesake of the Pulitzer prize, and founder of the St. Louis Post-Dispatch, the original occupant of the building.
