schlaich bergermann partner (sbp) is an independent structural engineering and consulting firm founded in 1980 and headquartered in Stuttgart, Germany, with offices in Berlin, New York, Paris, São Paulo, Shanghai, Madrid, Los Angeles, Riyadh and Hamburg.[1] The firm is known internationally for its work on stadiums, bridges and solar energy structures.[2]
Design and History
In 2015, sbp introduced a new corporate design developed by the German communication design agency Moniteurs GmbH.[2][3] The redesign was part of a broader brand refresh that also included a new website, announced by the firm in September 2015 under the headline “schlaich bergermann partner in Bewegung!” (in motion).[4]
The new identity centers on a wordmark consisting of three geometrically constructed letters, “sbp,” which the design team describes as clear, memorable, self-confident and powerful.[2] The full name “schlaich bergermann partner” remains part of the brand, paired with the “sbp” abbreviation.[4]
A distinctive element of the previous logo, a curved mark referred to as “der Schwung” (the swing or sweep), was retained in the 2015 redesign. However, it was decoupled from the lettering and now appears freely and large, rather than being fixed to the wordmark.[2]
Meaning and Symbolism
The visual concept for the engineering firm thematizes the ideas of construction and complexity versus simplicity.[2] The Schwung mark is described as conveying lightness, vision, precision and technology, both in analog and digital applications.[2]
Typography and Design
The 2015 identity combines the wordmark, the Schwung mark, typography and color into a unified corporate design system.[2] The wordmark letters are described as geometrically constructed and characterful, forming a statement on their own.[2] The redesign was motivated by a desire to strengthen external perception across the growing variety of digital applications.[4]
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