ICON-ic.

I’ll never forget the first time I went to BIG’s website. It was sophomore year of undergrad and I was instantly pulled in by the array of colorful icons. Now understanding of my fascination with media and marketing within the architecture world, I can reflect on that initial impression and realize that I was connecting with a brand that was meant to speak directly to me. I was the user group and it was all very clear. A second year in architecture school, design was relatively new and I had difficulty following projects. BIG allowed me to sift through the confusion at a faster rate, arriving quickly to the shock factor and ‘hook’ of each project. It was this ‘hook’ or even main idea, that became the parti diagram and subsequent icon for each project. It is via this mode of branding that BIG has risen to one of the best in the business. Regardless of their design philosophy, their ‘sell’ is flawless. It communicates to a world that reacts at a high velocity, digesting information faster than ever before. Each icon, with its simple, suggestive gesture, sparks enough curiosity for individuals who are trained to evaluate with a quick glance. It is in this method that I believe BIG is succeeding at bridging the gap between the 'junkspace' mindspace and culturally significant architecture.