Lifespan Deck is a new product created by The Steel Network.  It is a steel framed deck that takes the place of wood.  Steel is stronger, does not burn or rot, and is not susceptible to pests… as you can imagine, the natural qualities of steel allow it to last far longer with far less maintenance.

 

Steel is also perceived as cold, hard, and razor-sharp, traits I wanted to circumvent through my logo design.  For this purpose I employed a curvaceous design full of smooth, rounded touches.  Furthermore, I wanted the logo to be able to stand out when placed in marketing materials that I anticipated would include many straight lines, another feature of steel components.

 

Even after my original sketches, the Lifespan logo metamorphosed throughout the selection and refinements phase.  Below you will find samples from this portion of the creative process, and if you want to learn more about this innovative new product take a look at www.lifespandeck.com.