The J. Jeffers group undertook the massive transformation of the historic Milwaukee Journal Sentinel building, turning it into contemporary apartments and retail spaces. As part of this endeavor, they needed a new identity that captured the essence of the building's rich heritage, and the publication it housed, while infusing it with a modern aesthetic.

A new logo–inspired by the timeless charm and architectural design of the 1920s while incorporating typography elements from the original Journal Sentinel front page–that perfectly complements the iconic addresses transformation.

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In addition to communicating the building’s rejuvenated spirit, the logo, displayed as a 50-foot sign in the heart of Milwaukee’s popular Deer District, emerged as a prominent and defining feature of the neighborhood.