THE RIGHT TOOL NEEDS THE RIGHT LOGO

Pretty cool to see the Swan Tool Group logo I designed featured in LogoLounge. A wide range of concepts were explored before arriving at the final direction, so it was exciting to see the work recognized and published — especially with the client also being genuinely happy with the final result.

This project had a personal connection for me as well. My grandfather had a woodshop, and I grew up enjoying trips into his shop to see whatever project he was working on at the time. There was something especially rewarding about reconnecting with those memories while working on a brand tied to craftsmanship and tools.

---

TAGLINE / BRANDING / BRAND GUIDE / JUST GETTING EVERYONE ON THE SAME PAGE

I think most of my clients have many brand pieces they need, but for some reason it helps having someone consolidate, bring it all together and unite around the vision. Does the kerning of the word mark matter, yep! Is the secondary color palette important to get right, yep! But more importantly than those things (and using proper grammar in this blog) is the voice and brand personality. I’m not going to explain this whole project as I do have a page on the work also now, but below are some of the assets and final brand guide I put together. We rallied the team around “Invent Tomorrow” as the tag and I think the brand voice we gave really fits well with the vision. The color palette, type style, assets and humanity elements helped push their CX, user first approach to business. See how I got to this point and the branding options shown by checking out the page here: Hoverstate Rebrand

BUILDING BRANDS OF BUILDERS

Some process photos of a recent logo design project for a custom home builder in Greenville, SC. I wanted to create a modern, elegant mark that still had some composition/artsy feels to it. I did show a few old school options, but everyone seemed to feel this was the best direction. Peasants included. Oh middle ages joke!!! Got em.