KC Wand | Cleary Inspection Service Inc.
project details
Client: Cleary Inspection
Completed: 2012
Project Duration: 3 months
Budget: $460
Introduction:
One of my earliest projects came from one of my dad's office neighbors who had developed an innovative new tool, needing a logo and some graphics for it. The KC Wand it was named, and its usage was designed to give roof testers a break on their backs and fingernails, by extending the arm's reach while performing various roof tile testing or lifting movements.
Problem:
As an independent roof testing service, this new product's branding needed to appeal visually to an audience working with and around engineering, contracting and construction industries. After all, the idea was to sell it to other companies and contractors so it had to look as good on paper as it did in person, if not better. The logo needed to represent this in some way.
solution:
My mind went first to blueprints, lines, graphs, schematics, and light -but serious- colors. I created three simplistic vector illustrations depicting the tool from various angles: front, side and three-quarter. Grouping the three views together in a row created a very satisfying square composition, which could now be paired with type or act as a standalone. These could also be used individually, on flyers, with call-out features, etc.
Problem:
With the representational part of the logo out of the way, it still needed type. A font so strong it would make roofers and designers alike weep with joy. It needed to read as though it brought a visual relief to individuals with sore backs and fingernails. Conceptually, this challenge had few routes of execution.
solution:
I wanted to incorporate the simplistic quality of the vector illustrations into the logo's typography. Using contrasting weights within the family of one of my favorite sans serif fonts seemed to do the trick as far as creating different elements within one collective shape. The capital letters 'KC' stand alone as the creator's initials, but also lead the reader right into the thin but sturdy type reading 'wand'. This created an opportunity for word play by placing an asymmetrical chaotic star atop the type's only vertical-facing endcap, resembling an upright wand.
The parent company's logo, Cleary Inspection Service Inc., needed an overhaul too. The original concept focused on the water droplet resting inside the uppercase C. However much the client and I both liked it, it was noted that an entire customer base would be confused, lost and frightened without the trust and familiarity that all of us, as customers, attach to our favorite brands. We all know what happened with the Tropicana rebrand of 2009...
So the droplet was centered, the type was updated, and the dark blue color was bumped up a few hues.
