The client required a logo that would communicate to customers not only their products—tensile fabric structures and shade sails—but their company's commitment to innovation in architecture as well.
Our approach was to create a mark abstract enough to represent their products, demonstrate their use, and position the company as innovative in the market as well. We developed a flexible brandmark system where the negative space can take on any number of forms while maintaining complete brand recognition. This allowed the negative space in the center to take on the abstract form of a tensile structure, shade sail, or both depending on application. The brand's existing main colors, red and yellow, took on new purpose representing sunlight and shade in each variation.
The final set of brandmarks are used in different applications as well as in patterns. This means that when the client leaves a packet containing a brochure, trifold, business card, etc. the full flexibility of the brand, and thus the company, is on display. The new brand has helped Tensoshade stand out among its competitors and the client is quite pleased with the work as well.