fresco harmony logo and identity
TRANSCRIPT
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Fresco HarmonyLogo & Identity
Jason Wolf ©2015
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Scope of WorkProject Brief Scope: Develop an identity that reflects classic design aesthetics with the touch of a free spirited artist.
Fresco Harmony provides drywall surfacing products and services in the Greater Albuquerque area. With over 15 years experience in the industry, owner Nick Harmon and his staff of professional contractors have the knowledge and skills to provide unique surface finishing solutions for both new construction and remodel projects. I designed everything from the logo to print materials, including digital advertisements and even the website.
I was thrilled when Fresco Harmony hired me as their logo designer. We knew the type of style or look that we wanted, but had to go through exercises in design, layout, and font auditions before the logo was finalized. We incorporated a “Swish” that provided movement to the logo and symbolized the motion of applying Fresco Harmony’s retail product. For the Color Palette, we went with a shade of teal from a Sharpie that Nick used for rough sketches. Teal is a color that represents New Mexico, the state in which the company was founded.
Logo Requirements: • Should stand the test of time • Simple, but inspiring • Black & white with one color
Five Adjectives: 1. Innovative 2. Stylish 3. Sexy 4. Deep 5. Harmonious
Jason Wolf ©2015
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Logo Concepts
Jason Wolf ©2015
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Color
Selecting the colors to use for the brand was rather straight forward. Nick came to me and gave me this Sharpie and said “here’s the color”.
The teal color symbolizes the culture of New Mexico, the State in which the company was formed.
Jason Wolf ©2015
![Page 5: Fresco Harmony Logo and Identity](https://reader031.vdocument.in/reader031/viewer/2022030302/587d117c1a28abae148b5c3f/html5/thumbnails/5.jpg)
Logo Concepts
Jason Wolf ©2015
Based on the preliminary concept sketches, I started out using the initials as the primary
structure for the logo. I wasn’t happy with this
direction though and felt as though it needed
something else.
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The “Swish”The need for “something else” with the logo brought me to realize that it needed motion. I wanted the logo to demonstrate the motion of applying the product. We called this the “Swish”
Pictured here is the final version.
Jason Wolf ©2015
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Font Auditionsfresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony
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fresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
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fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
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fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony
fresco/harmony Fresco /Harmony FRESCO/HARMONY fresco harmony
fresco/harmony Fresco /Harmony FRESCO/HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
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fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony
Jason Wolf ©2015
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Logo Mock-ups
Jason Wolf ©2015
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Final Logo
Master Logo dimensions:
1) Badge - 4.5" x 2"
2) Letter Head - 8.25" x 1"
3) Symbol - 7 3/8" x 2 5/8"
Jason Wolf ©2015
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Final
Jason Wolf ©2015
frescoharmony
Live in Color
® fresco harmonyLive in Color
®
www.frescoharmony.com
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Jason WolfMarketing Producer // Business Strategist
Skype: jsnwolf // www.jsnwolf.com // (505) 264-8008