In the construction industry, where many of the company's identities tend to blend together with similar ideas, my client wanted to stand out from the rest of the field. In our meeting where we first started going over the details of the brief it was made very clear that the ultimate message was that she was different.

She has a flare about her that was noticed immediately. She's fun, excited, serious, and professional all in one. To capture the essence of Cheryl Carnation, the owner and heart of Carnation Construction Co. was going to be a great challenge.

The incorporation of saw blades and tacky illustrations of flowers won't be memorable or original. The idea needed to be pushed further. In the second meeting over the phone, we discussed certain inspirations that stood out to her. Most other logos that Cheryl liked had to do with simple squares and a modern touch.
In construction, one of the most important angles to provide structural stability is the 90 degree angle, also referred to as the 'Right' angle. On schematics and drawings, proper identification with a perfect right angle is shown above, by using a square at where the two lines are perpendicular to each other.
Determining right angles could be done in many ways, but one of the most well-known methods is by using a triangle and the Pythagorean theorem.
Above there are three frames using the integers of 3, 4, 5. When displayed like this, it is quick to see how it shows balanced growth and progression.
There was still something off about the overall look and feel of the mark. It was strong and had all of the elements needed to make it stand on its own, however it appeared to condensed and too rigid.
By breaking the welds of each shape, I came up with the final solution. The only thing missing was the letter 'C' to be placed in the center of the flower, where all of the creative ideas originate from Cheryl and her talented company, Carnation Construction.
Inspiration was taken from actual tools used on site to help build unique qualities in each character.

Other work

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