Reimagining heritage

“Since 1947, Purcell has been a pioneering steward of our shared heritage. Yet conservation architecture is often dismissed as dusty and cautious, a technical discipline concerned with patching up old buildings. Working alongside Purcell’s leadership team, we set out to reframe heritage and reveal its imaginative, forward-looking, and people-centred side.”

“As our work has grown across borders and cultures, so has the way we tell our story. Our new identity is shaped by that journey: anchored in the heritage we champion, inspired by the people and places we serve, and designed to speak with clarity and confidence around the world. It reflects who we have become and the future we are building together.”

Elizabeth Smith, Chairman — Purcell

“It was fundamental that our new visual identity reflected the same thoughtful, inclusive and sensitive approach that informs our architecture. Rabbithole's values aligned with our own and following a highly collaborative process of strategic thinking and creative design, we are immensley proud of the result.”

Elizabeth Smith, Chairman — Purcell

“We were drawn to Purcell’s thoughtful approach to design – their respect for what already exists, while always exploring what it could become. We wanted to bring that same thinking to their visual identity.”

Danielle Harrison — Design lead

Project Info

Since 1947, Purcell has been a pioneering steward of our shared heritage. Yet conservation architecture is often dismissed as dusty and cautious, a technical discipline concerned with patching up old buildings. Working alongside Purcell’s leadership team, we set out to reframe heritage and reveal its imaginative, forward-looking, and people-centred side.

The resulting brand identity reflects Purcell’s role in transforming many of the world’s most significant historic places. Our process mirrored the practice’s own philosophy: honouring what already exists and holds value, while making room for something bolder and more inventive.

We redrew Purcell’s 15-year-old enfilade logo with fewer, bolder lines so it works at smaller sizes. An enfilade, a feature of Renaissance palaces across Europe, is a series of rooms with doorways aligned along a single axis. In the logo, it represents a continuous journey, future opportunities, and the practice’s roots in historic architecture. We reset the logotype in Fellix by Displaay, replacing Gill Sans, and created a stronger horizontal lockup that sits better alongside other logos. A set of motion idents brings the mark to life across different contexts.

The primary palette pairs a rich gold, which recalls the timeless materials of Purcell’s work such as stone, bronze and gilt, with a zesty yellow that brings unexpected energy. Together they create a deliberate, harmonious clash. A wider palette draws on traditional and vernacular buildings, with buff stone, mahogany and slate. Set against the vibrant yellow, these tones capture the creativity and dynamism of Purcell’s approach to conservation.

For the display typeface, we chose Gestura by Sociotype to express the craft and sophistication of Purcell’s work. It blends traditional calligraphic roots with modern legibility, mirroring the practice’s balance of heritage and innovation.

The updated tone of voice and imagery give Purcell a dynamic presence, positioning the practice as a bold leader in building enhancement and circular economy design, and attracting a new generation of conservation-curious talent.

The judges at the Archiboo Web Awards 2025 gave a special mention to Purcell for a brand refresh that reframes the practice as modern and forward-thinking, perfectly expressing its collective ambition.

“As our work has grown across borders and cultures, so has the way we tell our story. Our new identity is shaped by that journey: anchored in the heritage we champion, inspired by the people and places we serve, and designed to speak with clarity and confidence around the world. It reflects who we have become and the future we are building together. Rabbithole's values aligned with our own and following a highly collaborative process of strategic thinking and creative design, we are immensley proud of the result.”

Elizabeth Smith, Chairman, Purcell