Rear view of a painter wearing a cap and a white shirt with A. Craig & Son Painting branding, sitting among painting supplies outdoors.

A. Craig & Son Painting

Branding
Logo Design
Print Materials
Photography
Mockups

Overview

A Craig & Son Painting came to me to have their logo modernized as they sought to expand their marketing materials. I designed a new logo that enhanced the brand’s image while preserving enough of the original to guarantee continued brand recognition. In addition to the primary logo, I provided an 85th anniversary alternate logo, business cards, t-shirts, signage and vehicle wraps.

Objective

Update the company’s logo while preserving its core elements. Leveraging this redesigned logo as a foundation, create an 85th anniversary alternate logo to commemorate the milestone. Subsequently, implement the new logos and across various mediums, including t-shirts, business cards, signage, and vehicle wraps.

Key results

Successfully refreshed the client's branding
Created key icons and graphics for their 85th anniversary
Developed mockups to show potential future brand development

Research

I researched the company’s competitors and analyzed their marketing materials. I used these to understand the industry trends and to determine how A. Craig & Son could stand out. Also, I researched businesses that have secondary logos and how they maintained key elements and brand standards.

A Craig & Son Painting logo with an orange background and a grey oval containing the company name.A worker in white pants and gray shirt painting a light beige wall next to a sign reading 'High Acuity Unit (HAU)' with a paint roller.

Ideation

Central to the logo redesign process was the recognition of the pivotal role played by the "A" element within the existing design. While maintaining the core elements, the approach focused on simplifying them to achieve a more contemporary aesthetic. Through this iterative process, I successfully evolved the logo, striking a balance between honouring tradition and embracing modernity.

After the initial logo redesign was finished, the client wanted me to create an alternate logo to celebrate their 85th anniversary. Despite considering various options and presenting them to the client, it became evident that the shield design emerged as the most compelling choice.

Following the success of both logos, the client reached out for further work to design business cards, t-shirts, signage and vehicle wraps using the redesigned logos as inspiration.

Logo designs for A Craig & Son Painting featuring stylized letter A in orange or gray, with tagline 'A Tradition of Excellence Since 1934'.Six variations of a shield logo featuring an orange and white stylized letter 'A' with text banners reading 'A Craig & Son Painting' and '85 Years' on a dark gray background.

Challenges

  1. Incorporating the business' tagline into the logo.
  2. Protecting the brand identity of a family-run business that has been around for 85 years while pushing it to grow.

Final results

The client was ultimately satisfied, despite budget constraints which required the exclusion of certain elements. Nevertheless, the client expressed excitement with the possibility of using them in the future when the budget allowed it. The redesign represented a crucial step in refining the brand's image, essential for remaining competitive in a crowded marketplace and reaffirming their commitment to excellence. Although not all aspects were implemented, the updated brand identity provided a solid foundation for future growth, positioning the company for continued success.

Rear view of a painter wearing a cap and a white shirt with A. Craig & Son Painting branding, sitting among painting supplies outdoors.
Two A. Craig & Son Painting business cards on a light gray fabric, featuring orange borders and contact details for Shaun Craig.
Worker in an orange shirt and bucket hat lifting a ladder from a white van outside a house with greenery.
A person wearing an orange shirt and a hat carrying a ladder and jacket walking down a paved residential street lined with houses and trees.
Worker in white clothing standing on a blue elevated platform lift near a house under clear blue sky.
Black mannequin wearing an orange t-shirt with a small logo on the left chest.
Black mannequin wearing a white t-shirt with an orange shield logo on the chest, against an orange background.
Two white vans with orange and dark gray diagonal decals featuring the text 'A. Craig & Son Painting, A Tradition of Excellence Since 1934.'
Orange and white caution sign reading 'CAUTION PAINTING IN PROGRESS' with A. Craig & Son Painting logo and website acpainting.ca.

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