The visual identity for the newly established architectural firm Bim Arch captures the expertise of the firm in a mark that clearly manifests the phrase "Less is more". Our client initially wanted a simple, contemporary logo in a monochrome colour palette, but the process with the given information (requirements) went a few steps further. The final result is a typographic logo designed with the classical architectural typography and modern elements that reflect the firm's expertise. The typographic expression sets the firm apart from competitors by a dynamic visual identity that evokes movement and activity applicable for multimedia and electronic devices. Slant dash as the basic design element of the Bim Arch identity allows it to be used effectively for everything from a small emblem on promotional materials to applications on larger surfaces.