MplusM Architects, founded in Athens by Marita Nikoloutsou and Memos Filippides in 2011, are using the architectural language of modernism to generate meaning. On the one hand, they explore how space can become a montage of bodily experiences and on the other they experiment with how it can embody illusions and optical deceptions.
Identity Redesign
Brand Development
2026
Project team: Leonidas Ikonomou, Alexandros Koxias, Evangelia Fessa, Apostolos Zavras
Our collaboration with MplusM focused on redefining their brand identity after more than a decade of practice, positioning the studio towards a more distinct niche. The challenge was to communicate the depth of their process and references without becoming too academic or overly self-referential. We approached the identity as an open system, using the metaphor of the book, where its deconstructed structure became the foundation: the spine as a binding axis, holding together two parallel narratives: the works and their references, the built and the conceptual, while footnotes shift from a supporting to a central role. Extending this approach, the typographic system is built around the coexistence of three distinct voices: a grotesk typeface for clarity and structure, a serif with a strong literary tone and a custom typeface inspired by archetypal dropcaps. Together, they form a layered typographic language that reflects the dialogue between works and references, resulting in a flexible identity that mirrors MplusM’s architectural thinking: structured yet open, analytical yet experiential.
