Arris Masonry identity
Happy with the identity package for AbCon Construction, owner Thomas Aloia requested an identity for a masonry business he was planning to start, intended to serve mainly high-end residential clients. To that end, I recommended the name Arris - defined in architecture as the sharp edge formed by the intersection of two surfaces, such as the corner of a masonry unit.
As the business was meant to be directed toward wealthy residential clients, the blunt strength of the AbCon logo was unlikely to attract customers as confidently as it would for corporate clients. The Arris logo needed a touch of intelligence and artistry, elegance and sophistication. An exaggerated serif font was used - itself appearing almost chiseled - to give the air of classic artisan expertise, meanwhile a subtle image of a hand-hewn stone wall lends weight and visual interest to the design while also offering a visual cue to the business's main purpose.
For Arris' double-sided business card, the shapes within the logo lent themselves conveniently to an interesting method of organizing information. The result is an easy to read, yet memorable business card.
The visual identity then lent itself gracefully to a letter package, in which the logo beautifully fit as a "block" in the "wall."
