Frank Lloyd Wright’s ‘Fallingwater’ is too iconic for a logo

Fallingwater has a new wordmark that lets the architecture speak for itself.

[Images: Fallingwater.org, Kirk Thornton/Unsplash]

Fallingwater, the iconic Pennsylvania home architect Frank Lloyd Wright designed to sit over a running stream, just rebranded. But it doesn’t have a logo, and that’s intentional.

“A logo’s purpose is to provide a cognitive shortcut to brand essence—but Fallingwater’s iconic elements, the cantilevered house and its landscape, are too rich to compress graphically,........

© Fast Company