Elam Arch is a an architecture and interiors studio in Memphis, launched in 2025 by friend Chloe Elam. I created a visual identity that combines rigid geometry with some humanist touches to convey her design excellence as well as her ability to create warm and welcoming spaces. The wordmark is borrowed from Galahad, using the calligraphic Arts & Crafts shapes to create something more streamlined. The E and C are given a different treatment as a reference to Chloe and her husband Ezra who is also contributes to Elam Arch’s work. The custom type is extended to include each of their names as well. Colors and type were inspired by their neighborhood in Midtown Memphis, as well as a mid-century residential architecture catalog they shared with me early in the inspiration phase of the design process. The logo can work as either “single-story” or “two-story” and is joined by a hand-drawn “EA” monogram/house sketch.