CASE STUDY 01:
WHAT WAS THE ISSUE?
What was the problem with the previous branding one might wonder? Although the color version looks decent utilizing two colors, in contrast, making the use of one color had readability issues. The typeface was severely getting lost from the logo mark in the background.
Considering the principles of design, a logo is very important to have one color. Why? Readability & cost-effectiveness. Logos have the power to create an impact and a powerful impression on the world. As an owner of one, having your logo one color can save you money whenever it comes down to printing and
embroidering to promote your business.
Taking this into consideration it was time to start my rebranding process.
My initial sketches were focused on generating the letter "W" in a way that had the characteristics of bold, clean, and tough; just like Whitley's Contracting's concrete.
I had to take consideration of two things:
A) Creating something that would fit onto a unique concrete mixer; which was the main concern.
B) Making sure that the logo had consistent colors, fit onto business cards, and other smaller scale mediums.
I wanted to focus creating something simplistic, but had enough character to be strong and fierce in order to hold up and withstand; sort of like a metaphor for concrete. I came up with the idea to utilize a Slab Serif typeface within my sketches, I thought "Hey! Like a slab of concrete."
Now we're getting somewhere! I showed these two logo compositions to my client and explained my thought process behind it. She loved the direction I was heading towards with the typeface for the 2nd iteration, but my client and I came to the conclusion that the logo mark needed something extra. Her and I agreed upon it needed some flare like the logo mark in the first.
This was the final outcome for the project. As you can see, the two final truck horizontal vinyl graphics fitted perfectly on the concrete mixer and the sides of each doors to the truck.
FINALLY, WE'RE ROCKIN' &
In the end, my client, Brandy, was thoroughly pleased with the final result. Brandy was really unsure about who was going to place the vinyl on the mixer. Luckily, I knew just the guy to get the job completed. I was so grateful for the opportunity to be able to assist Brandy to meet her expectations and make what she envisioned going into this project a reality!
The president & CEO of Whitley's Contracting in Smithfield, Brandy Whitley, was specifically searching for a new vinyl wrap for the company's concrete mixer trucks. After getting acquainted & discussing what she envisioned to get out of the project, Brandy and I came down to the conclusion that she wanted a rebrand that had consistent colors with the current logo, has a different but similar "W" icon, and will fit perfectly on the side of their unique concrete mixer vehicles.