A good friend of mine remodels homes and runs his own company, Wilkinson Remodeling. As the company was growing he realized he needed an updated look. Nothing was wrong with his old logo (see below), but it was time to step up his identity to match the success of his business. He does great work, by the way, so if you are in the South East Pennsylvania area and are planning a project – hit him up.

Original Logo

1. Concept

I had a few ideas from the beginning about how he could set himself apart from the competition. But what I really wanted to do for him was create something that said ‘Hey, I built this with my hands. And it’s better than anything you could buy from a big box store or get shopping in a catalog.’ Cause that’s the kind of work he does. So I went for this quality, handcrafted look – and I needed it to be about homes and construction. A Continuous Lean was a big inspiration, both the branding itself and the images, products and stories featured on the blog. So… here is my first round of sketches.

2. Sketches

3. Early Concepts

Of course, as all good clients do – he had a few ideas of his own. I made some suggestions, provided some ideas and here is the first round of slightly refined logo concepts. The bottom middle happened to be my favorite. Perhaps it was a bit too rugged for the high-end homes he was working on. But man, it sure is true to what he does.

 4. Final

We decided on a combination of my favorite and a much less jagged version and landed on what you see below. We added in the shield to show some of the craftsman feel and make a nod to the founding date. Being around for more than 5 years in the home biz during a down market is quite impressive. I should also mention the logo makes use of the Bebas font which you can find over at Font Squirrel.

Final Wilkinson Remodeling logo.

5. Bonus Content

I made some mock-ups of what the logo could look like in a series of small ads. I really like the whole look behind ‘Quality Craftsmanship Guaranteed’ that you can see in some of my sketches.

All in all, a great project and a great client. A strong identity that could have easily been just another construction company.