Since Spire is situated at the nexus of local culture, world-class architecture, greenspaces, and the waterfront, the brand identity draws on references from the building’s curvilinear architecture, nearby landmarks and natural elements.

The logo created for Spire is simple, strong, and straightforward, with type that plays with different angles and reinforces the cutting-edge aspect of the building. A rectangular framing device is used throughout the collateral to reflect the rectangular façade.