Brief
It has been discussed with Andrew that his aspirations for ‘AK Brickwork’ are to become the most well known name for his industry in the local area within the next 5 years. We came to the decision that we needed to capture the brands core values (quality, trustworthy and experienced) on which the company has prided itself for over 20 years.
We also discussed that the brand’s identity needed to be different from the competition and needed to give off a sense of quality and professionalism to attract their current main target audience (the domestic market) and also have the potential to work aesthetically in a commercial environment.
Initial Concepts
Throughout my initial concepts i’ve tried to put together some thoughtful design that incorporates the name of the brand with elements that the audience may recognise as used in trade practice. I’ve not worked on colour or typefaces in particular at this stage on any of these concepts.
Concept one
This concept is based upon floor plans of a building, the use of lines have been used to create the letters AK subtly within the floor plan.
Concept two
I’ve used the letters ‘AK’ to portray the roof of a house. This will reinforce the idea of construction and domestic maintenance.
Concept three
For concept three i’ve used a more friendly curve on the letters ‘AK’ which has been created by using the contours of the side profile of a builders helmet.
Final stages of development
Through further development of the logo, i’ve began to adjust subtle elements of the design to convey a more refined finish. By narrowing the ‘hut’ and adding three isometric coloured lines (which will represent the different services) I believe that the logo has improved aesthetically and has taken on another dimension.
The selected colours are modern, work well together and will be used to differentiate the different services that ‘AK’ have to offer. Additionally I feel that the identity captures the brand’s core values that were originally specified in my initial consultation with Adam. As well as this the logo portrays a company who is well established, take pride in the way that they’re perceived and are looking to attract new business.
