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    Branding for TN based "Carnes Construction". For this identity I wanted to avoid the cliche hammer and nail imagery. The logo's icon is meant to … Read More
    Branding for TN based "Carnes Construction". For this identity I wanted to avoid the cliche hammer and nail imagery. The logo's icon is meant to resemble the company's initials (C), and at the same time a grid style home floor plan rendering. Since the client builds new houses and additions, the concept seemed fitting. For the type, I initially wanted to use a font with squared off letters (to match the look of the graphic). The overall look however, appeared too rigid. So I instead chose a less abstract font (ever reliable Myriad Pro), which counters the overly squared graphic letter C. To help establish a uniform look, I matched the letter thickness of the type to that of the C. With the color scheme, orange seemed like an obvious choice since it's commonly associated with construction. Gray and white are the secondary colors used, along with a transparent logo in areas where 100% white seemed too strong. Read Less
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