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

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, yet too essential to abstract,” says Amy Blackman, founder of L.A. design firm Fruition Co., that worked on the rebrand which went live last week, said in a statement. [Photo: Carol Highsmith/Unsplash] The new brand also comes with updated fonts and an expanded color palette that was inspired by nature and the natural materials used to build the house. But Fallingwater was “un-logoable,” she says, because the house itself is one. “That iconic view of the house floating over the falls is the power of our visual identity,” Fallingwater director Justin Gunther said. &#822