Visual Identity - I see something you do not see
In common sense, the visual identity of a company includes everything that is perceived affectively by a company. This includes e.g. a certain 'dress code', which does not always catch the eye immediately, or the individual design of the offices, which matches with the corporate culture, wherefore we at Upscale Spaces are experts in. Apple and Nike have recently created eye-catching visual statements with their new futuristic HQ complexes architecturally embodying their brand identities. The five billion dollar Apple Park in Silicon Valley, designed by the prestigious London architectural firm Foster + Partner, is one of the most energy-efficient building complexes in the world, setting new standards in sustainability and design. The circular design fits in perfectly with Apple's image, which combines high-quality design with the latest technologies in its products.
Nike scores points with the New York headquarters in New York with an indoor basketball court and plenty of room for creative exchange. With the new headquarters, the sports brand is taking on the idea of the community, which is lived out in many sports and tailor-made by Nike. The brand identity of Nike communicates through its architecture thanks to this location.