Staying in the Loop

Project

Claridge brought in Jackpine to develop an identity for a new downtown rental development targeting young professionals in Ottawa’s growing tech industry. A strong, unique name and engaging marketing materials would help differentiate this property from a similar one down the street.

Name Loop is short and simple, evoking two concepts with deep appeal to young tech professionals: technology and community. Loop is a powerful concept in computer coding. And it references the property’s complete community formed by two linked buildings, running on a loop of geothermal energy and located at the centre of transit, work, culture, entertainment and recreation. Who doesn’t want to be in the loop?

Logo & Identity The loop wordmark evokes connection, continuity and sustainability, the simple circles and lines of the clean, modern font referencing the 1 and 0 of binary code. The bold, architectural graphic elements and broad, flexible colour system express dynamism and inclusion. Everyone can see themselves in the loop.