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.
Approach
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.
Results
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.
