Olson: Brand Design

To help position Olson as the leading creative advertising firm in Minneapolis, Gensler focused the design of the firm’s new headquarters around the concept of connections. Building upon Olson’s strong connections to its clients, employees and community, Gensler designed a visual identity program that would represent and support Olson’s authentic brand and culture. Visible from the parking lot, the company’s logo spans four floors of the building’s industrial, multi-paned windows, creating an instant connection for guests, while large-scale graphics composed of multicolor string woven around nails act as clever wayfinding devices throughout. Each floor carries a unique color story and personality and feature large graphic murals of various cities, representing Olson’s strong connections with its global partners.