The Client
This client builds custom exterior wood structures, such as pergolas and multi-level decks. 

Assignment

Create a modern, rustic construction logo for an upscale Texas audience.

 

Approach
The client wanted to incorporate burnt orange into the color scheme, which worked well because it closely matches the cedar they use once stained. Since their hardware is black, the rest of the color scheme came together quickly. However, I chose a cool gray instead of pure black to soften the overall contrast.

The “CUSTOM CARPENTRY” wording evolved into a condensed, fixed-width font, loosely representative of the vertical slats seen in the deck railings they build.

 

Challenges
With this logo design, the client wanted to include the established date, the state of Texas, and an additional tagline. I was able to at least remove the tagline from the actual logo. However, the established date and Texas shape were non-negotiable elements that needed to remain.
Chal