"The Conservancy's previous logo was a representation of the Lark Administration Building in Buffalo, New York, which was demolished in 1950. But Order hoped to design a new system for the group that could evolve and move forward. "Though this building's story is, of course, important, our goal was to expand what the identity could capture by bringing in the full breadth of their community," says Garrett Corcoran, a design director at Order."
"The new logo is a four-by-four square grid that references one Wright's visual signatures, a red square. Wright used the shape as his own "stamp of approval" on designs, letters, and buildings, and the shape has been used widely in logos for groups associated with his work, like the Frank Lloyd Wright Foundation and the Frank Lloyd Wright Trust. That widespread use, though, was the reason Order initially explored logo approaches that were slightly different,"
""There was an undeniable truth the square brought when representing Frank Lloyd Wright," Corcoran says. "Ultimately we came back to it as a foundation we could illustrate through as opposed to a crutch to lean on, embracing it but adapting it to make it the Conservancy's own.""
Nearly 500 buildings designed by Frank Lloyd Wright were built during his lifetime, and almost 15% of those have been demolished or lost through neglect. The Frank Lloyd Wright Building Conservancy works to preserve Wright's work. Design studio Order created a new logo for the Conservancy featuring a missing square to represent the void when a Wright building is lost or neglected. The previous logo depicted the Lark Administration Building in Buffalo, demolished in 1950. The new mark is a four-by-four square grid referencing Wright's red square, used historically as his stamp of approval and widely adopted by associated organizations. Order initially explored alternative approaches but returned to the square as a foundational, adapted identity for the Conservancy.
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