It’s a unique challenge to get people excited about a building. Most of us don’t think twice about the structures we enter day-to-day. Unless that building is an emerging icon amongst a century old skyline. HARBORCENTER was built in 2015 and required a visual identity as arresting as the structure itself. The project presented an opportunity to develop a look in conjunction with the construction of the structure. Blueprints inspired design elements. Varied occupants inspired harmony amongst brand identities. A building inspired a city.

Logo Process

In 2015, PicSix Creative was presented with its very first task: To make HARBORCENTER a recognizable brand that would illustrate the importance of its contribution to Downtown Buffalo.


Designing collateral for a mixed-use building presented a unique challenge. We created separate logos for each entity that would express their unique personalty but coexist harmoniously under the same umbrella.


Our design team at PicSix brought HARBORCENTER’s branding to life through environmental design from murals and elevator wraps to parking maps and wayfinding.