East to west DESIGN
The Concept & Inspiration
The client wanted a logo that reflected a compass with a retro aesthetic. In my early sketches, I drew inspiration from plumbing elements such as faucets and knobs, incorporating them into compass designs.
Typographic Exploration
I explored a variety of typographic treatments for the logo. Through this process, I developed over 200 different variations, experimenting with inline type styles and custom extrusions.
Logo Style Development
My initial concepts focused on three different compass design approaches: modern, California beach-inspired, and retro. Eventually, I leaned towards the retro style and began experimenting with the color palette.
Color & Typography Refinement
After further study, my client suggested integrating modern typography with the retro style, which resulted in a visually appealing combination. I selected colors inspired by copper pipes and patina rust to reinforce the brand’s identity.
Final Logo Variations
The final logo set includes multiple variations: a primary horizontal logo with a mark, a typographic version, a wavy version, and an emblem-style design.
Pattern Designs
I created compass, line-based, and typographic patterns to reinforce brand consistency. Since the Brand Style Guide, these two design sets have been refined for a cleaner, more subtle look. The updated full-color pattern set is now used for stationery.
SERVICE Icons
This custom icon set represents key services, including maintenance, HVAC, and plumbing. These icons will be used on the website to enhance navigation and visually communicate services. Their simple, clear design ensures readability across digital and print materials.
Vehicle Wrap Design
The van wrap concept emphasizes bold contrast to highlight the brand’s colors. The black background enhances the visibility of the compass element, making the design stand out.
Stationary System
For the stationery system, I incorporated the brand’s signature patina green and strategically placed the compass mark throughout the designs. The set includes business cards (front and back), #10 envelopes, and invoice templates.
Social Media Marketing
To enhance the brand’s online presence, I developed a series of marketing graphics optimized for Instagram. These visuals effectively communicate the company’s services in a professional and engaging manner.
WEBSITE Design
After analyzing competitor websites, I designed a streamlined website concept featuring a five-section navigation for easy user access. To view the full website prototype, click here.
Promotional Items
Lastly, for additional branding applications, I designed various promotional items, including a custom-branded compass and a hat. Additionally, I created coveralls featuring the logo for the plumbing team to wear.
