Brand Strategy, Brand Concept, Logo and Identity System Concept
Marcus Paint is an industrial coatings provider in Louisville, Kentucky. I collaborated with the client and VIA Studio's strategy team to help build a comprehensive brand strategy. I lead workshops and discussions with the client and the design team including a brand pillars exercise, semantic differential exercise, concept development, mood board creation, and headline development. I then created a brand identity concept that leans in on Marcus Paint's heritage and aspirations to be seen as a family oriented company.
The Marcus Paint logo is modern and confident enough to compete in the industry; it is a label of authenticity. The subtle badge reference in the ‘M’ mark nods to the brand concept–it signifies a protective company that stands by their word. The badge design element in the logo was carried throughout the identity system.
The colors work together to communicate heritage and a sense of timelessness. The identity system uses graphic ornaments to support the bold logo. They nod to the history of the company and legitimize Marcus Paint as a tried and true partner.