Design and branding company Frush* Sydney are behind Art + Architecture Associates, AAA’s new identity. It has been confirmed by an official from the Guinness book of world records that AAA’s logotype is now currently the tallest logo in the world. The logo has been constructed using a bespoke lightweight typeface. Typographers have described the work as breathtaking when you reach the top. The logo is so tall that the company has printed foldout headed paper to accommodate the brave new brand mark.