Brief
Schroeder Design Build is a second-generation and family-owned remodeling company in Virgina. They offer great service, quality design and reliable construction service.Â
Schroeder Design Build and IMarc Consulting came to Amber Design midway through a logo process with a different agency. They were not happy with the direction it was headed and decided to enlist us for our professional analysis and ultimately take over the logo process.
Together were were able to create a friendly and welcoming logo that included the artistic flair they were looking for. They wanted to look professional, trusting, sophisticated with a sense of connection and unity. They desired a balance between thier “femine” design side of their business with theire “masculine” strong construction parts of the business.Â
Professional Design Consulting Analysis
The first thing we had to do was understand the home remodeling industry and clientel. With that, Amber Design was able to give a detailed SWAT report around Schroeder’s current logo and color scheme, as well as a quick analysis of their local competion to show their opportunity.
Continuing the process
Next, we reviewed Schroeder and iMarc Consulting’s original direction and the current agency’s designs. We concluded that they didn’t match the company’s culture and personality. That, they were too focued on the construction side of the business making the logo feel to angluar and strong and not freindly and welcoming enough. The agency was not as receptive to client feedback of softer and perhaps enclosing the “S”. Overall, their logo options didn’t have synergy between the symbol and wordmark and didn’t feel special enough.Â
Concepts
The team wanted to go ahead with the interlocking “S” symbolizing their connection to people. They wanted better synergy between the symbol and wordmark with more uniquness. We always deliver this phase of the project in black and white so we focus on the mark only. Humans find color distractive and might not choose a really good options just because of the color.
Color exploration
The client knew they wanted to explore blues/teals and corals/oranges. We explored lots of shades and tints! We believe a color pallette should be flexible having a primary, tint and a shade of a core brand color.
Color refinements
Ultimately, the client felt comfortable with their old color palette and wanted to freshen it up. We compared it to the refreshed options.Â
Logo refinements
We explored title and all-capped options for the wordmark as well as thickening the symbol. There is synergy between the symbol and workmark. It is friendly and delights and has a timeless vintage home feeling.Â
Final logo
The client couldn’t wait to order hats, decals and new polos!Â
Logo update
What a great collaboration! Their new look sets them apart from the competition and will set them up for success for years to come.
Client Review
From Google Review. “We came to Amber Jacobs in a predicament. We’d already contracted with another logo designer who had taken us only so far in the process, and not over the finish line. Salvaging some of the initial art progress, we hired Amber to help us finalize the logo. What impressed us immediately was her thoroughness, professionalism, and impressive logo development process. She listened to our needs in Discovery, researched our competitors, flushed out several logo concepts, and provided many color palate options within a reasonable turnaround time. She was also faced with the task of working with two dynamic leaders as decision-makers, who have two completely different strengths. She helped us come to agreement on the logo, exhibiting confidence in the final direction.
Amber also conducted every meeting with purpose, guiding decision-making, and leading us to the finish line. By the end of December 2022, we received a full set of deliverables, as she had promised. We are now proudly launching a new brand that better reflects our culture and our unique differentiation.
Thank you, Amber, for your valued services.”
