The Novus – Gusto Design Co.

The Novus

SYNOPSIS: A timeless mark to elevate the next Durham, NC high-rise.

OVERVIEW_
North Carolina—and Durham in particular—is booming, regularly topping "best-of" lists for food, real estate, education, and affordability. As one-third of the Research Triangle, Durham is transforming from its tobacco-industry roots into a thriving, diverse city, driving demand for modern urban housing. Enter ALP Partners, the team behind One City Center, who have replaced a dilapidated downtown bank with Novus — a 27-story luxury high-rise named for the Latin word meaning "new." Set to tower over the historic Five Points Area, Novus will permanently reshape Durham's skyline and needs an identity as timeless as its ambitions.

TASK_
Gusto Design Co. was brought in by Chair 8 to lead the creative work, create the brand identity for the project, provide design consultation, and design the website. No tall order here—Gusto teamed with Foster Barker, the creative director working with Chair 8, and we both concepted a wide range of ideas.

EXECUTION_
The selected logo draws from mid-century patterns, constructed from directional arrows with a hidden "N" in the negative space—nodding to Durham's growth with the building at its center. The custom wordmark anchors a centered "V," planting Novus firmly in the city's future. With walkable access to restaurants, bars, shops, and arts and performance venues, The Novus has become a focal point of downtown Durham's revitalization—a natural home for those who live, work, and play in the heart of the city.