The Yards

Branding

The Yards is an upcoming mixed-use development located in Raleigh, North Carolina. Rapt Studio was tasked with developing the property’s overarching vision and strategy, from masterplan, architecture, to naming and branding.

‘The Yards’ was selected for it’s nod to the site’s history (as a lumber yard), as well as the word’s connotation as a space for neighborly gathering. As the parent name, ‘The Yards’ also offers the desired consistency and flexibility to be branched out into a series of related sub-brands in a future date.

The brand is anchored by the wordmark, with a custom-drawn ‘Y’ echoing the architectural language of a pitched roof, as well as suggesting the space of activities in-between. Along with a color palette that is inviting and evocative of the outdoors, the angular letterform can be cropped, zoomed-in, and remixed with photography for a variety of expressions.

—Completed at Rapt Studio