140 William Street
A modernist icon, five decades on.
One of Melbourne’s most significant modernist buildings, 140 William Street (formerly BHP House) has defined the city’s skyline since 1972. Working with Rest, we delivered the brand strategy, a new visual identity, address signage and a wayfinding suite for the refurbished ground plane. The tower’s iconic facade, heavily influenced by the Chicago School of architecture, is the source of the logomark: its grid and expressed structural bracing reduced to a single graphic form.
The signage follows the same logic: satin black metal, concealed fixings and precise detailing that sit quietly within the heritage architecture and the revitalised lobby and plaza by Bates Smart. Every element answers to the original design.
