Rising in the heart of Newark, the 33-story Iconiq 777 redefines the city skyline as its tallest and most striking mixed-use development. With bold architecture and contemporary design we created a brand as dynamic as the building itself—one that reflects the vibrant energy of the neighborhood, the property’s distinct character, and the promise of convenient luxury living. It all began with a name, and since it was destined to be iconic, that’s what we named it.
Inspired by the building's dynamic architecture, our logo mark conveys height and motion through its angular design, while overlapping "7s" introduce movement and energy, reflecting modern cityscapes and an active urban lifestyle. The wordmark enhances this dynamic feel with its angular details, elongated forms, and lightweight characters.
