This is our latest logo design created for Cedar River Construction of Maple Valley, WA. We’ve been working closely with them over the past few weeks to refine this concept. This was a rather challenging design in many respects, and it really pushed us to think creatively.
Cedar River Construction specializes in fences, decks and other outdoor structures. We knew from the start that transforming something as ordinary as a fence into a creative design would be difficult at best. We spoke with our client to determine how to best represent them visually, and one statement they made really stuck out, that was “quality craftsmanship.” So we wanted to really get that idea across, but also to brand this in a way that said what they do and where they’re from.
After flushing out many early ideas, we focused on the basic concepts of the tree (to represent the Pacific Northwest), the fence (to show what they do and represent craftsmanship), and the river (to tie everything together with their name). You can see in the design drawings how we chose this basic concept and then expanded on it with several layout variations.
Our client really loved the idea of having their name appear as if it were “cut out” of the fence. So we proceeded forward with that variation and worked hard to make the typography legible. There are many great design features in this logo, but by far my personal favorite is the river. We placed the river at the bottom of the design which really sets this apart from other logos we’ve seen. We allowed the river to appear is if it were flowing beyond the logo, which created a dynamic effect.
The tree is naturally a Pacific Northwest species and has some great details in the line art (vector artwork). We were able to make it appear as if the branches of the tree were a continuation of the arches in the fence. This helped the connection between the fence and the tree to look fluid. And of course there is the fence itself, which we chose this arched style to demonstrate the idea of craftsmanship, even including little end caps on each fence post.
Setting the color in this design was equally challenging! We worked hard and completed a full color study before arriving at the colors you see here. Part of the color challenge was to choose tones that appeared natural but also would stand out on both a white and black background. Perhaps the toughest color to get right was the wood tone of the fence. We wanted it to look like a red cedar. It took a lot of trial and error to get that color to look just right.
The end result of this project is a very creative and unique logo that will represent Cedar River Construction well as they move forward. This project is also part of a rebranding we’re performing for them, and this design will therefore influence many other things such as their new website which we’re building and their future marketing.
Our logo designs are always created with the bigger picture in mind, and we think this logo sets the tone just right for Cedar River Construction!