Architectural Design Speaks Volumes About Business & Brands
Buildings send out clear messages
Can architecture speak to us?
Of course buildings don’t talk, but it is certainly possible for a building to communicate. By effectively incorporating architectural vocabulary, a well-designed building can send out clear messages.
But what kind of messages? Different building speak to us in different ways.
Obvious examples are religious buildings. Their particular architectural vocabulary — bell towers, domes, steeply pitched roofs and steeples — have, over the centuries, become symbols of the invitation to worship.
Today's modern counterparts still use a similar vocabulary to identify their function: Familiar forms and materials, the expressive use of glass and light, and height — a universal gesture toward the heavens — combine in a visual language that communicates with clear meaning, even if it’s abstract.
Governments often choose classical architectural design in establishing buildings that meet a variety of needs and house a wide range of services. Schools, post offices, emergency service buildings, hospitals, and importantly, those structures housing legislative and administrative activities, represent an investment in quality architecture along with a commitment to serving the people.
The best of these government buildings remind us that they stand for democracy. Think of the classic courthouse that dominates a town square, publicly announcing the central role of democracy in a community.
As architectural tastes change, the design of these buildings may adapt to more modern or current styles. But the architectural characteristics remain the same. They are likely to be constructed of enduring materials, often stone or brick, speaking to us of permanence and stability.
Symmetrical designs – a legacy of ancient Greek architecture symbolizing democracy – express principles of order, balance, and security. No matter the period or style, these strong elements of symmetry ensure the buildings are likely to dominate their surroundings.
Mixed Message or Memorable Meaning: Purpose, Brand, and Architectural Design
Sometimes, a building can communicate the wrong message. Think of ornate office buildings designed to imitate the architectural style of Italian villas. Should a place of work evoke false promises of rest and relaxation and the hope of charming courtyards filled with flowering bougainvillea?
Generic retail centers don’t identify function, and applying random architectural styles and ornamentation does not take advantage of the opportunity to explain what’s happening inside the store.
Office and retail buildings that do not rely on architectural language depend on signage to communicate. The results are roads cluttered with advertisements that bombard and overload our senses: Images, words and colors all competing for attention of drivers. Signs may be cheap, but simple architectural guidance can prove far more cost-effective and have far greater impact.
Consider what happens when architectural design is deliberately created to reflect the brand, the purpose, and the message.
Apple Inc. understands the power of branding its message in and on its stores, known as “architecture as billboard.” The consumer electronics company has become a pioneer of building innovation and style that matches its values and provides a place to retail its cutting edge products.
Apple’s giant glass cube on Fifth Avenue in New York, the hanging glass walls at The Grove in Los Angeles and the glass stair in the London store all say high-tech, great design, hip, modern. Even in Southwest Florida, Apple remained committed to this branding philosophy by applying a sleek modern entrance of aluminum and glass to its store at Coconut Point Mall, an otherwise very Mediterranean-styled retail center.
Similarly, the newest BMW and Mercedes car dealerships in Southwest Florida, are examples of matching architectural design to brand identity. With clean, modern, and confident architectural designs, each of the new dealerships reflects a commitment to manufacturing legendary, state-of–the-art automobiles that customers expect from those automakers.
The Language of Memorable Architectural Design
It’s not surprising that sometimes, architecture will scream to be heard.
There was a time when buildings were designed to resemble the product sold inside. These types of buildings flourished by mid-century, as business looked for ways to capture the attention of a public who began passing buildings at 35 mph.
Once found all over the U.S., especially before interstate highways, these buildings were labeled “roadside architecture.” Sometimes characterized by elements of whimsy and exaggeration, these were easily recognizable icons to the road-weary traveler.
One local example is found in San Carlos: The Twistee Treat, designed to look like a giant ice cream cone, silently shouts just what can be found there.
Sometimes architectural language helps create a memorable landmark, even if unintended. One modern office building on College Parkway, a major road through Fort Myers, features a distinctive, wavy yellow roof. An otherwise simple and elegant office building is topped off with a colorful “floating” roof that provides both shade and a bold identity. That single architectural design element has made it a recognizable and often-referenced landmark for locals.
Good Architects Design Buildings that Talk to the Community
Whether you like the building or not, it makes an impression — an architectural signpost more effective than any road sign. At times, the architectural language of a building will subtly convey its function, while another may use vocabulary that boldly shouts and captures attention.
A well-designed building is a tool that can communicate a message, a brand, or market a business. The secret isn't in applying one style or another, but the ability of the architect to be clever with architectural vocabulary.
What does your building say about your brand? Let’s talk about how architectural design can communicate for your business.
Joyce Owens FAIA RIBA
A previous version of this article appeared in Joyce Owens’ “Architect About Town” column in the Fort Myers News-Press.
