Frank Lloyd Wright’s ‘Fallingwater’ is too iconic for a logo

AI Briefing

• – Fallingwater's new logo is a wordmark based on the Aldus Roman typeface, abandoning a visual representation of the iconic building.
• – The logo's design was inspired by nature and the natural materials used to build the house.
• – The new logo is meant to evoke the image of the house in the viewer's mind, rather than trying to represent it visually.