Logos

VanderBeken Remodel

Brief

VanderBeken Remodel stands out not just for its exceptional craftsmanship and design expertise but for the very essence of its foundation – a deep-rooted passion for education and hospitality.

They have been serving the Snohomish community for over 20 years and came to Amber Design wanting a new logo that paired their personality of sophistication & design aesthetics with their passion for teaching & customer service.

Discovery

First, we listened and learned about the company, industry and their goals. We took a peek at their current logo & branding and learned how they got to where they are. We educated ourselves through a discovery process about their vision, mission, values, challenges, aspirations, personas, target demographics and what sets them apart.

We loved learning about their buyers journey, case studies and how they conduct business.

Understanding the competition

We also like understanding and researching the competition, so we can ensure our new brand stands out from the crowd.

Logo Activity

Our goal is to get on target as quick as possible. Learning about the clients preferences is key to a successful logo project. Asking lots of quesions here really midigates friction later in the process.

Research

At Amber Design, we really like getting to know our clients. We have so much respect for the VanderBeken’s process and design aesthetics. Beautiful work.

We also took some time reacquainting ourselves with the famous Frank Lloyd Wright architecture designs from which the VanderBeken’s draw inspiration.

Inspiration

Words are just as impactful to our visual senses. We break out our thesaurus to discover interesting words that lead to interesting sketches.

We also like to explore icons, you never know where they will lead you for inspiration of a logo symbol.

Inspiration by words & icons

Words are just as impactful to our visual sences. We crack out our thesaurus to discover interesting words that lead to interesting sketches.

We also like to explore icons, you never know where they will lead you for inspiration of a logo symbol.

Round 1 sketches

Now, to take everything we’ve discovered, researched and were inspired by to create unique sketches. We also shared lots of wordmark concepts to help get us on point quickly.

Our goal was to create a sophisticated, bold, timeless & friendly logo that hints at design, architecture, construction & transformation with a nature connection in a smart & simple way. The logo needed to symbolize mountains, rivers, connection, relationships, journey, process, hospitality & joy.

Round 2 Digital phase

After we present round one sketches, the client makes sketch selections as well as provide any feedback. The client provided their own sketch for us to collaborate on. We then create digital versions and concepts.

Round 3 Color Exploration

Next, we talk about color theory, their personality, their demographic and geographical vibe. We explored lots of expected and untypical color palette options. We focused on colors found in the Pacific Northwest.

Final Solution

Together, we created a logo that is timeless & memorable. It hints at many elements such as a “V” for VanderBeken, a “book” for education & their teaching background, pointing upward to the sunrise, the roof top pinnacle for homes & mountains is still present, in the negative space we see streams and rivers. The color palette is calm and luxurious. The wordmark feels like a quality craftsman, strong but feminine.

Business & Marketing needs

We looked at several pocket folder and tri-fold brochure ideas based on the business card and website design that the VanderBeken’s had created with the help of iMarc Consulting.