The Standard Germantown

Germantown, TN

The Standard Germantown is a best-in-class mixed-use project that includes retail, entertainment, high-end residential, a boutique hotel, and creative class office spaces. It is an example of destination placemaking with a main street, piazzas, and public greens framed by restaurants and entertainment retail. The main street can be closed for pedestrian only festivals and events. The boutique hotel is envisioned to be the community’s living room with meeting spaces that serve community events and a skyline rooftop bar. The creative workplace spaces are ideal for medical and other professional offices.

Our team of urban design planners have worked with our experts in retail, multifamily residential, office workplace, hospitality and branding studios to curate this energetic, live, work, play destination with lively public and outdoor places for people to connect.

The brand design for The Standard is a modern take on southern gentility, featuring a refined sans serif font with varying stroke weights. The A’s in the logotype are scaled down to highlight the natural symmetry of their position in the word. Diamonds were placed under the A’s to represent the property’s status as the “new gem of Germantown.” Multiple logo assets were designed to maximize the versatility of the overall brand package. Alternative logos include a diamond-shaped badge, an S monogram, and an icon featuring an abstract tulip flower taken from the state tree of Tennessee: the tulip poplar. The selected color palette is a sophisticated blend of navy and olive tones with shades of ivory as accents.