Refined Brand Identity for Tri-Square Contracting

PROPOSAL

Values

Prelude

Core business values

• Dedicated company
• Partner with team of talented builders and craftsmen
• Provide beautiful living spaces and an exceptional building process
• Add superior value to client properties
• Offer better communication, better management, and better quality

"The final result will be a newly functional space with the character that you choose"

• Tri-Square is a neutral party, the client provides the character
• Tri-Square provides domain expertise, quality craftsmanship, and reliable scheduling and pricing.

In a few words...

• Quality
• Value
• Craftsmanship
• Timeliness

Analysis

Introduction

Current Logo

Small

Pros

• Features eponymous tool embedded in logotype
• Literal representation of industry tool grants immediate understanding
• Typography is legible, boldness conveys confidence

• Inclusion of try-square artwork makes logotype incredibly complex
• Typeface features characters with imprecise angles, contrary to business values
• Static, not flexible within larger brand identity

The Competition

More Competition

Brand Goals

• Update logotype to better compete in the crowded Charlotte design/build & remodeling industry
• Maintain company values of superior quality, craftsmanship and customer service
• Leverage try-square iconography to further convey company values

Now

New

???

Our brilliant idea

It's so simple. And so spot-on.

Inspiration
The Mark
Flexibility

1

2

3

Inspiration

1

Your tool

Try-square used to calculate and mark precise measurements

Precision

Using the ruler notches to take precise measurements

Zooming in

For a closer look at the ruler's notches

Simplifying

Removing the top edge line

Simplifying

Removing the numbers

Simplifying

Centralizing our focus

Did you see?

See next slide for animation

That's it...

The Mark

2

What is it?

• The letter 'T', for Tri-Square
• Made from the very lines that your contractors utilize for precise, quality measurements
• It symbolizes precision, consistency and reliability
• It is the basis for a flexible identity system that hinges upon the markings of a try-square.

Perfect...to a 'T'

Small

Normal

Reversed

Steel Grey

Works in any environment

What about the business name?

How will that lock up with the new 'T' mark?

Remember our ruler?

Here's the 'T'...

...and here's Tri-Square

Why like that?

• To match the lock-up as seen on try-squares
• Using Helvetica typeface to match line-weights of 'T' with wordmark
• Helvetica is a neutral, precisely designed typeface
• This matches the company values to be a neutral but precise partner in envisioning the client's dream with each project

• Simple
• Precise
• Memorable

Flexibility

3

The Business Card

• Extend the brand identity
• Leverage the 'T' ruler lines
• Provide added value to clients

Imagine other applications

• Vehicle signage
• Letterhead
• Project materials

Mission accomplished

• Update logotype to better compete in the crowded Charlotte Contractors industry
• Maintain company values of superior quality, craftsmanship and reliable service
• Leverage try-square iconography to further convey company values

Now

New

Simple. Precise...