Identity System - Ben Frijoli

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A logo mark that holds the legacy of the family business

Ben Frijoli is a trading business based in Centurion, Pretoria. The business specializes in rentals of mobile toilets to construction sites. It is well established in the area and has worked with major construction companies under the acronym BFJ. As a well-established business the owners felt it was time to expand the business into new markets and they felt it was necessary to have a corporate identity that reflected that new change.

Differ Designs Co. partnered with Ben Frijoli which is the company's full name and the owner’s name. The goal was to create a logo that worked for the business. They were several challenges. We couldn’t transform the name due to the BFJ brand being already well established, through their printing media. Also there was a communication gap as it was often challenging to get in touch with the decision makers. Nevertheless the brief was straightforward with a twist that we must incorporate a sea shell into the logo.

We started by sketching a few ideas, we wanted to see how the designs would work with what the company does and what it stands for. We designed the name around the shell which also took the letter “F” the family name. This was important to the client as this is a family business. The curves also signify the variety of markets that the business wants to pursue. The logo design came together well and has a visual identity system that gives a rich experience.

The whole visual identity is brought together by the shell shaped “F” which works well as a graphic element as well. The color green is primary and gives the customer a more earthly and natural experience. The corporate identity is timeless and is something that can be used for many years to come.