259 George

SML has worked with the client from the beginning of their ownership to build a strong presence and identity for 259 George Street in the Sydney cityscape. We created an identity, logotype and corresponding 259 font, that represents the brutalist exterior architecture with it’s unique cement blades in line with their vision of the modern sleek structure.

The signage was designed to be as sleek and minimal as possible to seemingly hover above the precisely crafted marble walls. As a wonderful complement to the work, we curated the commission of a sculpture series by Dion Horstmans as a key feature in the lobby, to enhance the new interior architecture with its sharp futuristic lines that strike out from the cool quiet marble walls.