GS&P Launches New Brand Strategy, Company Name and Brandmark

September 6, 2018


Gresham, Smith and Partners, the 51 year-old architecture, engineering and design practice, is now Gresham Smith. The new, simplified name is being announced as part of the launch of a new brand strategy – which comes complete with a new visual and verbal identity and refreshed website. The brand strategy is encapsulated by Gresham Smith’s brand promise and tagline: Genuine Ingenuity. No matter who the firm works with, clients, employees, partners and community organizations can all expect to collaborate with authentic, personable people who produce highly functional and highly creative solutions.

“As a practice, we are constantly evolving to help our staff, clients and communities thrive,” said Chairman and CEO Al Pramuk. “The Gresham Smith rebrand honors the legacy of our firm while signaling that we are moving forward as an organization and continuing our commitment to build trust, genuinely care for our staff, clients and community needs and provide creative solutions for our communities’ most vital institutions and infrastructure.”

The simplified company name retains brand recognition in the market and honors the firm’s founders, Batey Gresham and Flem Smith. The new brandmark is composed of two simple shapes. The half circle represents Gresham Smith’s genuine, well-rounded people and the precise, upward facing triangle represents progress and ingenuity. The two forms together illustrate the scale of the small and large impacts made by the organization and communicates how the firm broadly shapes communities with precision and attention to detail.

While the company name, brandmark and tagline have changed to better reflect where the firm is today, Gresham Smith’s mission remains the same—to be the best consultant serving the built environment by focusing on the success of its clients.

High-resolution logo files can be downloaded here.