Stanley Logo Design
March 16th, 2010
My father will soon be taking his Master Electricians license and thus be opening a new small business. To be prepared for that, I created a logo and business card for him. This post will cover the logo design process and my thoughts throughout the project.
To start with, he was going to need a business name. One obvious choice would be to use his name as many single person contractors do. I started with his full name, but soon decided upon just his first name as this gives a more familiar and approachable appearance. A single name is also easier to remember and since his name is Stanley it can give a subtle subconscious reminder of the tool brand as well. Added to this is his title Master Electrician, which puts forth confidence in his ability and affirms the quality of service.
I thought in his case a strong but simple logotype sans symbol would be the best route for his identity. I certainly wanted to avoid the cliches of a lightning bolt or the lightbulb character of ages past or any other similar clipart. A slab serif font has a strong look to it. I went with Memphis and modified a couple of the letters, primarily the ‘y’. Below that is the tagline “Master Electrician” in …unmodified typeface.
As for color, black on red is symbolic of wiring and electricity. Typical wiring systems use either black or red for the hot wire. White is neutral and green is ground. He certainly doesn’t want to appear to be neutral and though green could be an interesting take on it, it is generally not thought of with electricity. After all, the point of a logo or identity system is to be iconic, so that the customers can remember you later. This idea has to be tread lightly, as to not fall into cliche and become entirely forgettable.
As for the business cards, they are fairly straightforward, though not typical. The design stands out from the crowd of cheap business cards with it’s bold color and asymmetrical layout. The ring of wires through the corner gives tactile feedback and gives more power to not only stand out from the crowd, but also to give emphasis of being for an electrician. Nothing says electricity more than the wires that carry it. An added bonus to the wire, is that the cards could potentially be carried on a keyring. I probably wouldn’t suggest this done with a high number due to cost, but a possibility, nonetheless. Even without the wire, I think it’s a strong design.
So that wraps up the design process of the branding for Stanley: Master Electrician. What are your thoughts? Did I create an iconic identity or fall flat? Let me know in the comments below. Do you have a graphic design problem you would like a solution for? I am available for freelance work for a number of different creative avenues. Just contact me and we can go from there.
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© This article is copyright of Chris Lane Photo and should not be found elsewhere.
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2 Comments »
That’s a really nice business card, it really does suite an electrician. The next big step is marketing. I think branding is huge for a small business. Then big challenge is becoming “THAT SMALL BUSINESS” that everyone knows and loves because of the quality service you offer. Having a strong brand behind the business is very important. How is your dad going to reach potential customers?
Its looking to be a while until he goes into business now, but in a small community like where he is word of mouth is pivotal. But to get that he needs some business first. I’d probably start with a nicely designed van/truck wrap to make him highly visible as he drives around. An ad in the newspaper that sets him apart from other classifieds is still pretty important in small towns. And a good clear website and internet directory listings would also be very important. These are things to start off with.