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Gerardo Sarur is an architect based on Mexico City who wanted to renovate his image in order to be more congruent with his interpretation of architecture. The graphic solution has two ways of reading it, a creative measure that can be interpreted as the inevitable duality that exists in this discipline: space and time; base and height. It’s about communicating two messages in one timeline, which works as a two-dimensional remembrance of an architectural plan. The result is a sober logotype that embeds the last name of the architect into the very discipline, and plays a little with the concept of perspective, in such way that one can read it horizontally or vertically. This principle is applied to all the brand design, including office paperwork and business cards.