Utah Main Street webinar: How to weave brand identity into historic building renovations

Janssen, a presenter for the Ask an Architect webinar series produced by Utah Main Street, told attendees that brand is more than a logo and should "evoke an emotional connection with consumers." The online session walked building owners and Main Street stakeholders through how to translate two-dimensional identity systems into the three-dimensional experience of a storefront or interior.

The talk began with practical framing: Janssen said owners should first identify who they are, what makes them unique and who their customers are. That groundwork, she said, reduces the risk of spending on changes that don’t align with a business’s mission or audience. "A good brand should evoke an emotional connection with consumers," Janssen said, noting that brand elements include mission, values, typography and color as well as physical materials.

Janssen pushed owners to distinguish between permanent and impermanent building elements. Permanent elements such as structure, windows and life-safety systems should be neutral and…