The Edit: five new projects including BST Architects by BETTY + BETTY

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. BST Architects create spaces across a wide variety of industries, ranging from commerce and education to culture and leisure. They work in both 2D and 3D environments; and always incorporate multiple perspectives, including their own, their clients and the end-users. Inspired by their approach, Düsseldorf-based studio BETTY + BETTY created an identity system for the practice that revolves around an isometric framework. The three letters of BST fluidly move around stationery, books and digital surfaces, taking on several different perspectives with a dotted grid as a base. The angled letterforms are derived from Milieu Grotesque’s Maison Neue, a contemporary sans serif with warm, harmonious curves. In contrast, the supporting typography is set in Maison Neue’s monospace counterpart, providing a distinctly architectural edge. Jim Lahey, the creator of the ‘No-Knead Bread’ recipe popularised by The New York Times, founded his Sullivan Street Bakery back in 1994. Since then, it’s expanded to multiple locations throughout New York and Miami and opened a thriving wholesale business. Commissioned to rebrand the bakery, independent designer Phillip Nessen found inspiration in New York’s unintentionally-beautiful industrial signage and metalwork, after being told by Lahey to “make something elevated but unpretentious”. The pattern that lives at the heart of the identity is designed to represent wheat, while subtly borrowing the structure of subway grates, window guards and folding elevator doors. The olive green colour is a sophisticated evolution of the bakery’s previous green-brown colour, minus some of the muddy brown. Typographically, Nessen referenced the New York of multiple decades past. Through the choice of News Gothic and Helvetica, he was able to draw a connection between the bakery and old community spots such as doughnut shops, red sauce Italian joints and diners.