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Description: Client: Modern Building Systems Industry: Modular Construction We didn’t just start imagining a new identity for Modern. Since we first began working together in 2010, we’ve had our mind on the horizon. Where should the brand evolve to? A family-run business since 1971, there were some existing sentimental ties to the old logo. Working with the old logo over the last few years proved to be a challenge with its different colors depending on the file, no brand standards and a variety of different fonts employed for the tagline. The mark itself is made to look like a simplified house that doesn’t accurately reflect the wide variety of modular building products that Modern makes. Ther Serpentine typeface is what we call in the industry “Font out-of-the box,” which means it hasn’t been customized and any person that downloads the font for free can type Modern’s name and easily recreate the logo. We strategized that the new identity should look modern. It should be dynamic. It should clearly reflect Modern’s history yet pave the way for an expansive future. We wanted to create a completely custom mark with handcrafted type with a fresh color palette. And a bold optimistic appearance. We wanted to make the word Modern the dominant visual takeaway, with Building Systems still obviously still present but less prominent. We wanted to put the focus on the Mod since Modern makes modular buildings. And we aimed to create a mark that could stand alone if need be to represent Modern’s evolution. We also didn’t want to completely do away with the old identity, but take some selected elements to move forward with. We wanted to emphasize strength. Stability. Flexibility. Mobility. Craftsmanship. And environmental-friendliness. Bold. Original. Well-Constructed. Modern’s new identity makes a memorable impact with a from-scratch capital M. Its twin peaks rise up and move in a diagonal direction to convey optimism. It’s an M that can easily stand alone and serve as a distinct mark on the front of a Modern truck or stamped on a piece of wood. It’s an M that can be enlarged and form a pattern for backgrounds. And of course, the M hints at a modular structure rising. Strong yet Approachable. The Outage typeface we selected after pouring over dozens of options was completely customized for Modern. Every letter has been heavily tweaked, modified and smoothed to be strong yet approachable. The Building Systems is Unvers Light, a no-nonsense sans serif font that’s a timeless favorite of ours. It too was modified to be slightly bolder yet not overwhelm Modern, which was intended to be the primary takeaway of the identity along with the M. Going Green. Then we added color. The old identity used a dark blue. But since Modern is focused on being green and that now being a big selling point, why not truly be green? This bright green was chosen for its vibrancy and life. Modern’s new flag is a dynamic way to smartly head into the future with confidence. To increase emotional connections with customers. And to forge new perceptions that will lead to increased sales. “Alan and I both really like the logotype. I think the M is a good salute, not only to modular, but to the older versions of the logo and the 'pieces that make up a whole' idea that Alan's grandfather was obviously trying to get across with the MBS logo, etc. Thanks for all your hard work!” – Tabitha Henricksen, Modern Building Systems
As seen on: www.zookeeper.com
Status: Client work
Viewed: 136
Tags: modular construction
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