The Modern House is an estate agency that specialises in 20th and 21st
century homes of architectural distinction. The identity uses Grotesque, a typeface designed in 1925,
the same year as the oldest properties The Modern House
represents. One of the first sans-serif typefaces to be designed
and thought of as ugly, we felt this was fitting as the
same was often thought of modernist architecture in its early days.
We looked at the research of Amedée Osenfant who experimented with
colour and architecture during the thirties. He set up a laboratory
apartment where he determined the optimum colours for the living room
wall, the hall carpet and so on. This palette was applied to our design
with each element using a different colour, and his colour reference
appearing somewhere on the object.
The website has a content management system to allow properties to be added and updated inhouse with ease.