Freelance commission for a renovation company based in the Mendip Hills area. A simple, clean, and legible design was requested, which would also appeal to the fairly wealthy target market. The client was very happy with the outcome as it represents the area well with the icon depicting a sunny vista framed by two hills, whilst also communicating the business' expertise thanks to the icon doubling up as a cross section of a roof.
Inspiration
The main idea was to balance the Mendip Hills' natural beauty with the refined design of a new home. From there the concept essentially became 'roofs = hills'. The colour scheme was inspired by modern slate roofing and sunny countryside scenery.
Design
It was important that the brand felt like a premium business offering a high quality service (not just a construction company) so it is quite reserved and refined but there are subtle details that make it stand out. For instance, the logo's versatility throughout the branding is used to encompass the variety of services on offer - when the colours are removed it looks more like roofing joints because of the angular lines, evoking the construction side of the business more but when it is enlarged or the complimentary sections of colours dominate, it feels more like an interior design identity. A pattern was also created from repeated stroked variations of the logo in order to add creative flair and energy to the brand.
Typography is clean and organised and the colour palette focuses most of all on the slate grey so as not to draw too much attention to the 'great outdoors' aspect of the logo - there was a risk of it being confused with a campsite or outdoor centre because of the hills imagery.
The van livery is also clean and simple but, in an exception to the general colour scheme, the bold shape and colours of the logo are emphasised to celebrate the Mendip Hills area and liven up the otherwise dull presentation.
The typography was changed to white for the embroidered version of the logo so that it it could be used for the company work attire without losing legibility.
