Designing Identity: Archer Home Services LLC
Take for example my most recent project; developing an identity for the start-up business Archer Home Services LLC. The client had several requests as far as what they would like to see in their mark. Following a short interview and a few exchanged emails, as well as completion of my Client Questionnaire, I was able to commence work.
After an extensive research period into heating/cooling appliance manufacturers as well as the long lineage of maintenance and repair companies, I found that most had been established during the sort of typeface renaissance that gave birth to bold fonts like "Impact" that broadened strokes and lowered x-heights. Most were overly simple with defining features consisting of bridged kerning or as simple as merely color. Another feature used to the point of near uniformity across the board was the inclusion of the red (heating) Blue (cooling) elements. Taking all of this information I decided to work with a text based logo instead of designing an icon or symbol. The classic logos were all text based, and it gives a sense of the history as well as the added benefit of being completely legible. Adjusting the letter spacing and bridging some gaps gave a more malleable form when it came time to add the upward arc. Initially the choice of the upward arc was inspired by the name itself - the path represented the arc an arrow might travel in flight. This shape when set black on white, already gives the feeling of upward movement. This can be interpreted a number of ways: Progress, positive movement, rising quality, heat rises...ok without being too contrived. The logo conjures positive emotions.
When the choice of color was made, I was initially drawn to the duality and symbolism of the red and blue color palette. After some deliberation and exchange of concepts with the client, I decided on a more modern color set. The blue gives a cool inviting contrast to the light green that has become universally symbolic of conservation and efficiency - crucial when considering today's economic and social dialogue.
Freelance Graphic Designer