Associated Bank River Center, located in the heart of downtown Milwaukee, is a building that contains a variety of tenants ranging from the arts to finance offices to fine dining. Just off of the main rotunda is a Class A Office Tower with gorgeous views of the city from every level. This whole building underwent a rebrand from the former name, The Milwaukee Center, and was in need of new logos and a revamped interior.
brand & logo
Associated Bank River Center is an active hub of Milwaukee. The activity of the building stretches into the surrounding neighborhood, symbolized by the double ringed “C”. All of the spaces within Associated Bank River Center can be accessed through the centralized rotunda, which is physically represented by the sky blue circular shape of the “C”.
The Associated Bank Tower logo incorporates the building’s address, 111 E. Kilbourn Avenue. By rotating the numbers to represent the “E” in Tower, the logo further integrates the building’s address while reflecting the high-class nature of the office space within.
brand book
The intent of the brand book is to outline the rules of usage for both the Associated Bank River Center and Associated Bank Tower branding.
signage
Wayfinding signage was designed in a way that is cohesive with the brand and enables people to find their destination with ease. The first five images below are photoshopped.
