Location Carpet Co.

Tools: Adobe Illustrator, Adobe Photoshop, Adobe Indesign

Brief

Family-run flooring sales and installation company founded in 1953. Formerly operated at two locations - Wickliffe and Painesville. In January 2022, the company was split and the Wickliffe location became “Location Carpet & Flooring” and the Painesville location became “Location Carpet Company.”

Primary Considerations

Based on prior affiliation with Wickliffe store, Location Carpet Co needs a logo that is visually distinctive from the Wickliffe location.
Client would like to keep the blue color palette, but overall branding should be visually distinct from other flooring brands who use similar colors.

Target Audience

Homeowners 50-70 years old.

Competivive analysis

Worth noting branding of your competitors in order to create a brand that stands out from the competition.

WHat solutions did we explore?

OPTION 1

Inspiration: Wood flooring & tile patterns. The use of these patterns allows the logo to convey that Location Carpet Co. offers more than carpet. It’s also a great way to use the “L” as a defining piece of the emblem while being distinctive from the Wickliffe location.

BEHIND THE MARK: SHAPE PSYCHOLOGY

Shapes and straight edged lines found in squares, rectangles and triangles suggest professionalism, efficiency and stability appealing to the left brain of the audience. They create a balance of practicality and if combined with colors like red and blue can evoke a perception of dynamic modernization

Preliminary Branding

Behind the typography: Playfair Display

Serif fonts convey trust, respectability, and elegance. This combination of attributes fit the flooring industry very well. In addition, a serif typeface gives the brand some necessary distinction from the Wickliffe store. Playfair Display is a great font for Location Carpet Co. because it has many different font weight options - giving you the impact of a serif font without sacrificing readability.

Behind the Colors: Accessibility

Based on the identified target audience (50- 70 year old homeowners), colors should be tested to meet accessibility standards. In addition, this color palette allows the brand to keep the blue it has traditionally used while setting itself apart from other brands who use a similar color (see competitive analysis).