I was assigned to create a company of my choice and design their brand identity and logotype. For this specific project, I chose to create a homebuilding company, Rooted, located in Austin, Texas centered around helping newlyweds build their first home from the ground up at an affordable price.
To reinforce the nature of the company, I created a wood grain texture to form the structure of each letter within the logotype. It uses a combination of positive and negative space to ground each letter. The all caps treatment of the word helps it remain grounded and stand as a unit, reflecting the stability of the company and their homes. The brown color chosen also reflects that of wood.
Classmates reacted positive to his logo as it is impressive that I was able to make each letter legible due to the heavy amount of negative space used. It is a unique approach and accurately reflects the identity of the brand.