The Ruckus Lofts is a student-housing development in Austin, Texas that creates a boutique living experience for college students by offering high-quality apartments and unrivaled amenities. The project sets out to be disruptive in the student-housing industry by providing students with services not typically offered by other institutional developments and promoting multi-modal transportation options close to campus.

Since the building pulls styling cues from Googie architecture, we chose a script font that felt at home on a 1940’s Las Vegas sign. As with any student housing development, the wordmark had to find a balance between being distinct and disruptive to appeal to potential student residents, without being overbearing and turning away their parents. The chosen color palette continues to build the developer’s identity by using their dark gray and distinct green accent.