Aqua Tower is a stunning 82-story mixed-use residential skyscraper in downtown Chicago. Designed by architect Jeanne Gang, the building houses a hotel, offices, rental apartments, condominiums, and parking, along with one of Chicago’s largest green roofs. Selbert Perkins was tasked with refreshing the identity for Aqua Condominiums and implementing a signage program for the tower’s interior.

The new logo is a simple representation of the iconic organic architecture, which is an unmistakable trademark of the Chicago skyline. The undulation of the balconies creates interesting counterspace on the building façade and this same principle is reiterated in both the symbol and custom wordmark. Harmonizing the identity with the existing architecture capitalizes on the Aqua name and its connection to the eye-catching exterior.

My role: Logo design, moodboards, identity development