External Reference is a multidisciplinary design firm that aims to break the boundaries among architecture, visual art, and digital tools for generating unique spatial experiences. Mayúscula developed the new visual identity, the stationery and the website. The proposal is a vivid, flexible and dynamic mark that boosts the company’s business vision and brand strategy.
The symbol, an X letter, is made by a variety of generative graphics that expand from the border of symbol to the outside.The graphics transports us to a technological and avant-garde environment. The wordmark has a strong personality set in a geometrical type which has been customized with the 45 degree angles that came from the X symbol. This angle is the starting point of the visual system which is translated to other elements that can move flexibly on the slanted axes.