American Remodeling Contractors is a high-end remodeling contractor located in South Florida. This area of Florida is know for its affluent lifestyle and over-the-top home designs.
When designing this logo, one of my main goals was to make the logo look like it was constructed; more specifically the construction of part of a home. This location in Florida is known for its beautiful beaches and coastline. So as a beginning for the color palette, I chose a color the would represent the sand at those beaches. The other goal was to make the mark in some way represent "American". The final 3D treatment of the "roof line" in the mark, plus the engaging use of red as a spot color in the center accomplished the goal, as well as mimicking the first letter in the company name.