Middle Name brings decoration and craft to an architecture firm

Architecture and interiors branding often leans toward minimal, restrained and deliberately understated. So when Middle Name developed the identity for TR Studio, a London-based practice founded by architect Tom Rutt, the most striking decision was to move in the opposite direction – crafting an ornamental marque that weaves the letters ‘T,’ ‘R,’ and ‘S’ into a decorative emblem reminiscent of ironwork or carved stone. The strategic positioning ‘Enriching Spaces’ gave the design team permission to pursue this richness, its double meaning capturing both what the practice does and the effect their work has on those who inhabit it. Oliver Shilling, Creative Director at Middle Name, explains that while TR Studio’s portfolio has a clean simplicity, “what made their projects really successful was a level of delicate craftsmanship. We wanted to apply the same approach to their brand.” The marque itself went through approximately 100 iterations, each one subtly adjusting the decorative flourishes until legibility and ornamentation reached equilibrium. The three letters remain readable within the design, ensuring the symbol functions as more than pure decoration. This balance extends to the typography, where ABC Arizona Flare by Dinamo serves as the logotype and heading face. “We liked that it found a similar balance, with decorative elements introduced subtly to make it an almost-serif, while the general forms and spacing felt really clean and simple,” Shilling notes. The supporting typeface, Dia by Schick Toikka, operates on the same principle – a classic grotesk that reveals unexpected details on closer inspection.