Project Description

Logo Design

A fresh cut for Contract Flooring’s logo design

Reflecting company values

Operating since the early 80s, Contract Flooring are well-established experts in the commercial flooring game. In 2019 they will usher in a new, professional edge to their corporate image. The first of many design projects on Contract Flooring’s hit-list is a new logo design.

Their old logo wasn’t the worst looking logo design we’ve seen but there were issues with the execution that needed to be addressed. The plan with this rebranding project was to elevate the existing logo design to a higher level, without destroying brand recognition. A logo design should be clean and clear. Less is more as the clichè goes. Consider the function of a logo: to clearly communicate a company’s quality position and values. A busy logo can be detrimental to demonstrating values such as professionalism, confidence, performance and reliability.

The colours and shape of the logo were features we wanted to work into the new design. While the company name is clear, the bold/light font combo looks a little dated these days. The glaring issue with this logo design was how busy it is. The logo’s ‘tile’ icon contained the initialism CF as well as repeating the full company name underneath that. To top it off, the original designer had slapped a tagline within the logo itself.

At this point we’re up to a character count of 61 characters within this logo design – that’s more like a classified ad than a logo!

“Those small letters were a nightmare to embroider,” notes Carlos Hedge, Director at Contract Flooring.

So our design team set about extracting the good and eliminating the bad.