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.

Our team of urban design planners have worked with our experts in retail, multifamily residential, office workplace, hospitality and branding studios to curate the master plan for this energetic, live, work, play destination with lively public and outdoor places for people to connect. Cooper Carry will also lead the architecture for everything but the hotel.

Our branding team designed the brand for the overall project. 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.