Ian Bennett Architecture: Redefining Masculine Forms in Architecture

A Unique Branding Approach by Joel Derksen

Ian Bennett Architecture, led by renowned architect Ian Bennett, is making waves in the architectural world with its dynamic engagement of interior and exterior spaces through bold, unapologetic, masculine forms. This unique approach to architecture is not only reflected in the designs but also in the brand identity created by Joel Derksen.

Derksen, a creative consultant, worked closely with Bennett to develop a branding system that captures the essence of his work. The inspiration for the design came from Bennett's belief in purity and simple forms. To differentiate from his competitors, Derksen presented Bennett with anonymized biographies, allowing him to break away from the tautological language commonly used in the industry.

Through interviews with architecture professors, Derksen gathered descriptions of Bennett's work, capturing the themes of masculinity, interior/exterior engagement, confidence, and boldness. These themes became the foundation for the brand identity.

The branding system plays with negative space, forming around it and even engaging the air around the paper itself. The typography, a customized version of Classic Grotesque, features angled edges and refined forms that complement the immaculate detailing of Bennett's work.

The realization of the brand identity involved printing techniques such as white foil stamps and GF Smith Colourplan papers. The design specifications include various sizes, including A4, C6, DL, and standard business card size (85mm x 55mm).

What sets Ian Bennett Architecture apart is the way the collateral system breaks the expected parameters of a paper branding system. The engagement of negative space allows the design to break into multiple dimensions. Whether set on an angle or at 90 degrees, the typography pitches and engages within the confines of the paper, creating a visually striking experience.

The project, which started in April 2017 and finished in August 2017, was a collaboration between Bennett, based in Australia, and Derksen, based in Amsterdam. The research involved competitor analysis of Bennett's local architectural scene and a global search for unique biographies and expressions in architecture.

The biggest challenge in this project was avoiding the use of empty terms commonly found in the architectural field. Derksen worked closely with Bennett to develop a broader linguistic toolkit that accurately reflects his practice, approach, and philosophy in architecture.

The branding system for Ian Bennett Architecture has received recognition and acclaim. It was awarded the Iron A' Design Award in 2018 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements.

Through the collaboration between Ian Bennett and Joel Derksen, Ian Bennett Architecture has successfully redefined masculine forms in architecture and created a brand identity that truly reflects the essence of Bennett's work.