A Brand System Built
Upper Room’s brand refresh was developed around the idea of preserving continuity while creating a more mature and flexible visual system. The wordmark was refined with a new typographic direction, while the existing two-arc structure was retained and expanded into a broader graphic language.
The negative space between the arcs became the foundation for the system, informing lines, blocks, frames, spatial compositions and a new monogram built from the same visual logic. This allowed the identity to move beyond the logo and become a recognisable brand environment, subtle, structured and adaptable across digital and print applications.
The negative space between the arcs became the foundation for the system, informing lines, blocks, frames, spatial compositions and a new monogram built from the same visual logic. This allowed the identity to move beyond the logo and become a recognisable brand environment, subtle, structured and adaptable across digital and print applications.