Yorklyn Construction

Identity Design

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About this project

The new owner of an established construction company reached out to develop a new, consistent identity for his company. There were a handful of logos from the business' 45-year history representing the company on equipment and advertising, creating an inconsistent identity, so I sought out a way to create a logo that was interesting, represented the business, and still held respect to the history of the business.

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I started with a ton of sketches, which evolved from a nod to classic hand-lettered logos that would hint at the past to the final logo, which still carried some of that style.

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Ultimately, the logo evolved from free flowing lettering to more clean, structured style. I felt like the business needed a logo that represented the precision and clean lines of the company's work/client expectations.

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The roof came and went, as I debated how literal I wanted the logo to feel, but I wanted the logo to really represent their primary target, which was home renovations, so the roof made the cut. The more squared off base creating a solid foundation to again hint at Yorklyn's sturdy construction work.