Creating a New Identity: The Past and Future of 1911 11th Street

Here at Oblique we have a strong appreciation for history and a love for modern design. That’s why we were beyond thrilled when the new owner of 1911 11th Street in Boulder asked us to name and rebrand this historic downtown landmark.

Built in 1895, this two-story brick warehouse originally served as a storage facility for grain, feed and other dry goods. In 1919, the building was under new ownership and housed a moving and storage business for over 25 years. Now the building has been purchased yet again and will serve in this new era as high-end office space. The renovation will preserve the historic raw brick exterior, while updating the interior with high quality fixtures and modern industrial design.

The Oblique branding agency team explored many options from the town’s past and future. Names included: The Grain Yard on Eleventh, Tungsten Corner, The Crag and The New Brick Building. In the end, we decided that the street address with a contemporary spelling and type treatment were the best fit for the building’s new purpose. 19eleven was born.

We then created the abstract blueprint logo to match the modern industrial interiors that would be the hallmark of the renovation. We love the elegant simplicity of this logo and think it’s symbolism conveys what’s to come.

Interested in learning more about 19eleven or the progress of the renovation? You can visit the building website here.