fresco harmony logo and identity

Fresco HarmonyLogo & Identity

Jason Wolf ©2015

Scope of WorkProject Brief Scope: Develop an identity that reflects classic design aesthetics with the touch of a free spirited artist.

Fresco Harmony provides drywall surfacing products and services in the Greater Albuquerque area. With over 15 years experience in the industry, owner Nick Harmon and his staff of professional contractors have the knowledge and skills to provide unique surface finishing solutions for both new construction and remodel projects. I designed everything from the logo to print materials, including digital advertisements and even the website.

I was thrilled when Fresco Harmony hired me as their logo designer. We knew the type of style or look that we wanted, but had to go through exercises in design, layout, and font auditions before the logo was finalized. We incorporated a “Swish” that provided movement to the logo and symbolized the motion of applying Fresco Harmony’s retail product. For the Color Palette, we went with a shade of teal from a Sharpie that Nick used for rough sketches. Teal is a color that represents New Mexico, the state in which the company was founded.

Logo Requirements: • Should stand the test of time • Simple, but inspiring • Black & white with one color

Five Adjectives: 1. Innovative 2. Stylish 3. Sexy 4. Deep 5. Harmonious

Jason Wolf ©2015

Logo Concepts

Jason Wolf ©2015

Color

Selecting the colors to use for the brand was rather straight forward. Nick came to me and gave me this Sharpie and said “here’s the color”.

The teal color symbolizes the culture of New Mexico, the State in which the company was formed.

Jason Wolf ©2015

Logo Concepts

Jason Wolf ©2015

Based on the preliminary concept sketches, I started out using the initials as the primary

structure for the logo. I wasn’t happy with this

direction though and felt as though it needed

something else.

The “Swish”The need for “something else” with the logo brought me to realize that it needed motion. I wanted the logo to demonstrate the motion of applying the product. We called this the “Swish”

Pictured here is the final version.

Jason Wolf ©2015

Font Auditionsfresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony

fresco_harmony Fresco _Harmony FRESCO_HARMONY fresco harmony

fresco�harmony Fresco �Harmony FRESCO�HARMONY fresco harmony




















fresco/harmony Fresco /Harmony FRESCO/HARMONY fresco harmony

fresco/harmony Fresco /Harmony FRESCO/HARMONY fresco harmony





Jason Wolf ©2015

Final Logo

Master Logo dimensions:

1) Badge - 4.5" x 2"

2) Letter Head - 8.25" x 1"

3) Symbol - 7 3/8" x 2 5/8"

Jason Wolf ©2015

Final

Jason Wolf ©2015

frescoharmony

Live in Color

® fresco harmonyLive in Color

®

www.frescoharmony.com

http://www.frescoharmony.com

Jason WolfMarketing Producer // Business Strategist

Skype: jsnwolf // www.jsnwolf.com // (505) 264-8008

http://www.jsnwolf.com