Davies Associates created a new project identity for PE Lofts, formerly known as Pacific Electric Lofts, in downtown Los Angeles. Once an historic streetcar terminal and company headquarters, the building was converted to apartments and recently renovated and repositioned as urban loft style homes. The restoration retained the structure’s aesthetic of urban chic while incorporating modern amenities for residents. The logo reflects the hip attitude of the downtown urban lifestyle and appeals to both young, urban professionals and the artistic community.