The Stockholm-based urban design and architecture office needed a new visual identity that would carry on their aspects of sustainability and simplicity through all types of information that Urban Minds produce. The concept of their new identity revolves around the heritage of architecture; its symbols and perception while constantly balancing playfulness versus minimalism. Urban Minds' identity is modular and built from the individuals that form their office to help them use their architectural knowledge to build, refine and develop graphics and layout.