Kinetic recently completed a rebranding project for Norman Building & Design, a high-end custom home building and remodeling company. (Click on the images below to see a larger version)
In the primary goal to make the new Norman Building & Design logo timeless, Kinetic made these key design decisions:
The Logo Colors: The logo mark utilizes colors from the timeless building materials that the company has consistently used for the last 42 years, These home building materials are sophisticated, complementary and have definitely stood the test of time. Kinetic extracted colors from photos of the company's portfolio to establish the final three colors of the logo. And the colors needed to work well with either a white or black background.
The Logo Font: The typeface used in the logo is called "Gill Sans," a font that was originally designed more than 100 years ago, and consistently used throughout the decades and proving it's longevity. The font communicates a level of sophistication and classiness. In order to imply the strength and success of the company, as well as a visual balance, Kinetic decided to use all capital letters for the company's name.
The Logo Layout: Kinetic also laid out the "Norman Building & Design" type onto just two lines (instead of three), and thus emphasized the name "Norman." It is a fact that people will automatically shorten company names (think how Federal Express and Apple Computer shortened their names). Kinetic visually focused on the name "Norman" as the dominant word, since everyone actually referred to the company by that name. The new logo's 4:1 width-to-height ratio is also now more ideal for displaying on a website navigation bar.
Stay connected to this blog to see the company's redesign website design.
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