Shaping Everyday Life.
A living brand that shifts from content-heavy layouts to a distilled visual presence, always marginless, always legible, always effective.
Meet TUU, a design and building management company that, for 10 years, operated with little more than an eternally centred logo and a yellow colour. It needed a versatile, elastic brand to support its next decade of growth.
When TUU asked us to rethink their brand for their 10th anniversary, we knew the yellow was untouchable and the typography needed a proper reset. Clear brief, solution on the spot.
Some brands are lucky to have short names, even fewer with such simple repeated glyphs. We quickly found a system that expands their identity with motion, added character, and the ability to scale into bold, large-format expressions, strong enough to stand on its own without additional assets, just as it did for a decade, now far more powerful and adaptable.
The identity builds on the shapeshifting of these glyphs, reinforced by the clarity of having no margins. The TUU logo is never fixed, always anchored to the edges when static. It becomes a variable system of glyphs and media surfaces that continuously morph into new configurations.
A motion-first identity built to hold any narrative.
From monolithic to complex from contextual to dominant, the TUU wordmark is not just a logo. It is a living brand, shifting from content-heavy layouts to pure visual presence, always margin-less, always legible, always effective.
- Brochures
- Motion
- Brand Guidelines
- Rebranding
- Video
Rebranding
We began with a sturdy typeface as the system’s foundation. Tight kerning created the tension we needed. The juxtaposition of T and U revealed the logic, and the repetition of U completed the system.
The identity builds on the elasticity of these glyphs, reinforced by the clarity of having no margins. The TUU logo is never fixed, always anchored to the edges when static. It becomes a variable system of glyphs and media surfaces, continuously morphing into new configurations, including the one it started from.
By activating this key motif, we allow it to remain adaptable and responsive to any context, intentionally designed for movement and animation. This built-in variability, expressed through the interplay of form, motion, and composition, creates a flexible system that elevates TUU into a true super brand.
The only trade-off was letting go of the all-caps logo. We’re glad they embraced the system and made the right call. We kept TUU in all caps in written text to preserve hierarchy and legacy documents. We’re not here to erase history, quite the opposite.
A motion-first identity built to hold narrative: TUU’s Vessel. 🜈
Motion system
The motion system expands TUU’s expression and functionality, turning the hero graphic into a flexible, dynamic element across three compositional modes. Typography at the core, motion as the force.
The full logo unfolds into a container that adapts to any aspect ratio, while the wordmark can split into one, two, or three containers depending on context. This controlled variability supports richer storytelling, enhanced by sonic branding.
Across formats and content, the TUU logo maintains its integrity. From monolithic to segmented, from contextual to dominant, it becomes a living brand, shifting from content-heavy layouts to pure visual presence, always marginless, always legible, always effective, and a centrepiece in every composition.
Of course, it can still be used as a standard logo, our starting point, now ready to scale across every business deck or step in when no designer is around.
A super brand inspired by urbanism and architecture. Shaping the foundations of everyday life.
Strategy and Art Direction
The main shift for TUU was moving beyond services as the core umbrella and embracing markets and industries, a more holistic view of everyday life. The new positioning reflects this: shaping the foundations of everyday life, reinforcing the company’s intrinsic connection to people and how we live, with a ripple effect that extends far beyond the visible.
To support it, we developed, with Disorder Films, a film and visual assets for the 10th anniversary and rebrand unveiling, built on a streamlined yellow and black language.
Working with Büro has been an incredible experience. From the very beginning, they challenged us to think bigger and helped shape the path for TUU to establish itself as a reference in architecture and engineering. Their ambition elevated ours, and what we are building together is not just a new brand, it’s the start of a new phase, guided by a truly unique vision.