GEHRY is the architectural design firm led by Frank Gehry. The firm is distinguished by its design approach which draws from nature. To commemorate 60-years of practice, the firm refreshed its visual identity to better reflect its history of commitment to this approach.

Driven by necessity, over the years Frank Gehry and his team have regularly developed custom software to realize their unconventional designs. In this spirit, a tool was developed to generate the type and frame forms that serve as the visual identity’s foundation. These forms are styled in a way that captures a primary aspect of nature that the firm is inspired by, organic movement.

The firm’s structures often take on reflective materiality to interact with light in dynamic ways, creating a further connection with nature. The structures take on the character of their surrounding natural environment as a result. The color palette embodies features of the natural environment that reflect on the structures; the sun, sky, and greenary. Together, the palette and forms create a distinct visual impression that is immediately recognizable as GEHRY.