Think Work Make
This research studies the physiognomics of architecture to explore its subtle communicative characteristics. For that, the morphology of forms is engaged on various levels to analyze the potential of architecture for meaning representation. The common semiotic values in branding and architecture are also studied by analyzing a number of architectural and branding showcases. It ends with an experimental application of the findings of this thesis to an office building design project that attempts to shift its function beyond commercial use through branding and architecture. It seeks to transform the conception of office buildings from private commercial strongholds into nexuses. The project explores the relationships between form and structure; space and context; and building envelope composition and formation. The value of this study lies in understanding the architecture through a contemporary approach that responds to the growing significance of branding as a tool of identity representation.