Tapping into the unique geometry of its structure, Jetway crafts a fitting brand for The CubeHouse

Nestled in the heart of Amsterdam’s Zuidas district, The CubeHouse revolutionises the concept of an office space – it’s a building of gargantuan dimensions. For starters, it’s the first hybrid timber building in the Zuidas area. Designed by architectural firm SO-IL and realised by renowned Amsterdam-based real estate developer, G&S&, the building represents an impressive step in sustainability – it's not only equipped with solar panels on the roof and facade, but it also boasts a composition of 75% bio-based materials. The development’s comprehensive brand strategy and subsequent visual identity, imagined by Amsterdam-based branding agency Jetway, reflects the building’s innovative and multifaceted essence. The logo – crafted in collaboration with Jochem Studio – embodies the building’s brand promise of ‘Creating New Dimensions’ by allowing the three words to be placed around assets, making space for the content or at times used as a framing device, visually pushing the horizontal and vertical dimensions. “The dynamic nature of the logo, as it integrates into the canvas, is what truly distinguishes this identity,” Founder & Creative Director Frank Jansen tells us. “We are thrilled to have collaborated with Jochem Studio to achieve such an effect.”