The Alpoe London mark — our brand identity in three dimensions

A mark built rather than drawn

The Alpoe London lockup — the AP monogram, the wordmark and the frame rules around them — exists first as geometry. It was modelled in three dimensions, given a 5 mm extrusion and a bevelled edge, and finished in the same rose gold the house works in, so the mark catches light the way a piece of jewellery does rather than the way a logo does.

Everything else follows from that single model. The viewer above loads the mesh itself. The flat artwork used across the site is traced from the same geometry rather than redrawn, and the four elevations below are orthographic renders of it — which is why the bevel reads identically at every size, on every page, and why the version in the header cannot drift away from the version on a business card.

It is a deliberate piece of an otherwise quiet identity. A house that makes things by hand in Hatton Garden should have a mark that was made rather than picked, and the rose gold is the same metal that turns up in half of what leaves the workshop.