The client was enthusiastic about the logo’s curve, which accentuated the shape of their curved structures. However, they acknowledged that the logo was outdated. In line with their initial vision, we introduced a revitalized font with added thickness to mirror the robustness of their constructions. To further harmonize with the building structures, we curved the A’s and H’s and reintroduced the top curve, this time centered aligned.

Establishing a memorable brand slogan was crucial to convey what sets them apart from the competition to users. This slogan has been consistently integrated into all brand marketing materials, including print and digital ads, to ensure it remains firmly imprinted in the minds of users.

The client had a strong attachment to the red from their previous logo, as it set them apart from their competitors. We retained this red hue while making subtle adjustments to enhance its vibrancy. Additionally, we adhered to the client’s preference for a neutral color palette but introduced an Industrial Blue as a secondary color option for visual elements, providing flexibility as required.

In order to maintain consistency with the overall look and feel of the logo, we opted to introduce a more substantial sans-serif font to evoke an industrial vibe, as the previous serif font did not align with the company’s identity. For headings, we selected Interstate Black, and for body copy, we settled on Interstate Regular. Headings should be in uppercase and limited to a maximum of six words with a 1% letter spacing. Body copy should maintain either a True Black or Charcoal color palette.

We aimed to incorporate custom iconography into the Calhoun brand. These icons serve to spotlight the key features of their structures and offer visual support for accompanying text. It’s essential to maintain consistency with these icons, ensuring they always bear the Calhoun Red color, possess rounded corners, maintain uniform thickness, and adhere to an outlined style.