Initial logo Ideas
I created initial logo concepts that made use of badges and paint symbols. I wanted the logo to encapsulate the Marcus Paint history.
Process
Marcus Paint
Old Brand
– Dated logo and collateral
– No consistent identity system
– Rich history and UVP's weren't being given justice
Inspiration
Identity Attributes
– Heritage owning
– Legacy leaving
– Authentic
Word Cloud
I lead a word cloud whiteboarding exercise with my design team that helped us group together attributes from our stakeholder notes. We then put together a first round of the Marcus Paint brand pillars.
New Brand Pillars
After presenting the first round of the brand pillars to the Marcus Paint team, I lead a whiteboard session where they were able to give feedback and refine their pillars.
History inspired logo
I chose to represent the logo in a badge to nod to their history and to be seen as a badge of honor. I added an optional set of interchangeable maker's marks to provide context and relevancy to what material it's placed on. They also provide a stamp of authenticity.
Application Sketches
The maker's marks in the identity can also be applied to collateral. They can be layered on top of any materials to provide historic character.
