General Contractor Logo + Website
BOLD is a brand with an overall great vibe full of energy and excitement. It’s creative, modern and young.
We wanted: a high end architectural look that’s sleek and bold; a style that’s brief and to the point yet with plenty of detail and interesting creative solutions; and a super simple logo design that shows energy, excitement and confidence
BOLD’s look and feel can go the ‘easy route’ in being heavy, blocky, big and obnoxious. But, there are drawbacks. If it‘s too blocky, it doesn’t feel creative or unique. (It’s really easy to find a chunky bold font and plop it down.) If it’s too scripty or loose, it looks messy, like there’s no attention to detail. Not good attributes when you’re selling design and construction services.
Since your brand reflects your work, we don’t want to be too innovative, too creative, or on the edge of uncalculated – we are not after that kind of bold. Every line matters, because every piece of trim matters – every angle and every measurement matters, so that the cabinets fit, doors open, and floor is creak-free.
So what is BOLD? Definitely an architectural/construction look with consistent angles and straight lines dominating – an energetic, edgy, blackletter look with a drafting feel – while still maintaining a solid foundation. Cross-angles show creativity with the constraint of defined spaces and an invitation to see the letterforms as rooms in a home.
Each shape has an almost 3D look with perspective that keeps the eye moving from letter to letter like tile on a floor. The L is shorter than the D for variation, and the angular tops together feel a little like a mountain range when outlined.
The website continues this high-end edgy look with a tall geometric headline typeface that’s not BOLD in letter weight but bold in look. And a surprising reversed-color look that makes the photos the star of the show.
