Marcus Paint is an industrial coatings provider in Louisville, Kentucky. Using the brand strategy developed by VIA Studio, I created a brand identity concept that leans in on their heritage and aspirations to be seen as a family oriented company.
Images used with permission | © VIA Studio
Brand Strategy, Brand Concepting, Logo & Identity System Concept
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.
A series of graphic ornaments make the brand versatile and appear authentic.