Aluferre

Using Collective

Association to Create Connections

Major brands like DeWalt, Tonka, CAT and Black & Decker have helped to create ​an association with the black/yellow combo and construction, hardware and ​repair. Tapping into this ensure you're attracting the right customers, right away.

Client

Shirley Sanchez

Industry

Retail

Location

Honduras

Clientele

Blue-collar Contractors and Home DIYers

Vibe

Masculine, Fun, Energetic

Role

Logo Design

Aluferre combines the Spanish word for aluminum (aluzinc) and hardware store (ferreteria), representing one of ​their major products, aluminum roofing (commonly used in Honduras). With little information to work with, a logo ​was designed that incorporated these facts and be something potential customers would easily recognize.

Logo Inspiration

Client provided inspiration included a logo featuring a roof over a word mark and emphasis on aluminum roofing. A lot ​of research was put into how to create a word mark that could have a stand alone letter mark. I found a lot of ​inspiration in designs that featured heavy fonts and geometric patterns.

Design Process

The original sketches are above, featured on a napkin, as I was traveling. To the left, are the first digitalized variations I ​made. As I digitalized it, I struggled with readability while trying to keep the design in a grid. Originally intended to be read ​as a capital 'A", I felt it read more as the letter 'G'. After stepping back for a few hours, I found flipping it to be a perfect ​solution, with it now being read as a lowercase 'a'. This then meant that the casing had to be changed to all lowercase.

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Looks like a house, meeting ​both "aluminum roofing" and ​hardware for home repair.

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Helvatica Neue Bold, with ​the corners rounded out to ​match the 'a'.

*The 'a' is also tile-able, which I was able to use to create a ​geometric branded pattern.

Design Process

Refining look and testing different colors within each design. The rainbow color way on the left felt very friendly and ​accepting. On the right, the red and green palette felt more like it would be attached to a go-kart business or car ​modifications shop, whereas the paler palette felt too subdued, almost "icy".