Monday, November 19, 2012

langeneckert branding

Today I am excited to share the new brand I created for Langeneckert Homes. I created the logo, color palette, business cards and stationery. I could easily relate to this project because, much like my own family's business, Langeneckert Homes was passed down from one generation to the next. They are a small team of highly skilled craftsmen, powering through in the midst of unfortunate economic times.

The new logo keeps true to the family brand by keeping the column, but provides a stronger presence with the bold serif type. The three words "elegance, craftsmanship, integrity" are the promise of quality the Langeneckert company has been delivering for two generations.

The old logo (below) was comprised of a hand-drawn script overlapping a sturdy column. It was unfortunate to lose the custom script but we made the sacrifice in the name of legibility. We feel that the new logo will be more versatile overall; it will command attention and ground their (soon-to-be-updated) website, be easy to read even from the side of a truck, and still provide a formal presence on their stationery.

I love that the Langeneckerts decided on the vertical business card option - it is a blend of traditional and modern. It reinforces their design taste as classic yet still willing to take the necessary risks to have cutting-edge products. One of my favorite elements in the set, is the full bleed color on the back of the cards with motto. I think this new brand is sophistication at its best.