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LET ME TELL YOU ABOUT US:

PowersmithTM is a new, full-service building contractor that applies building science to make homes more energy efficient. The end result is a home with lower energy bills, healthier indoor air, and ultimately, a much more comfortable home environment.

Powersmith conducts home energy audits and then develops solutions custom-designed for each homes needs--ranging from installing eco-friendly insulation to state-of-the-art solar thermal systems. Powersmith has its own specially trained construction crews to execute the improvements.

Key differentiators

- Systematic and integrated approach to addressing homes energy problems

- Offers end-to-end service, from assessment to home improvements

- Audit and solutions are based in building science principals

Brand personality:

Balances between old school skills and the most current scientific technology

Smart

Friendly

Approachable

Genuine

Reliable

HERE IS WHAT WE NEED:

Logo and business cards. Please focus on the logo first and once we have narrowed in on semi-final designs, we'll ask you to execute a business card design.

The logo will include the name Powersmith and underneath it will be either the descriptor: Home Energy Solutions, or a tagline: Putting our energy into saving yoursTM.

For this design project, please focus on the brand name and its typeface and any additional design icons to go with it (see under Our design absolutely must have) first. After selecting a logo, we may request adding the descriptor underneath to see how well it works/fits.

OUR TARGET AUDIENCE IS:

Middle income, American homeowners, 35-65 years, both male and female. Theyre motivated primarily by saving on energy bills or improving the health and comfort of their home, but some also have a secondary motivation of wanting to do the right thing for the environment.

WE LIKE THESE DESIGNS:

Please check these out on Google images:

Craftsman white type on red background makes name pop, differentiated. We also like the old version of the logo with black type on white and red half circles above and below

Newcastle Brown Ale like the feel of the logo--warm, inviting; probably due to color palette, typeface and layout of type

FedEx in blue and red colors. Typeface and colors connote strong brand (leader in industry) yet colors are also contemporary and energetic. Two different colors in name helps to differentiate first and second parts of the name.

Strongbow like the look of the typeface, traditional but not overly so

Charles Schwab use of two different typefaces in one brand name, one is friendly and approachable (Charles) the other is strong and traditional (Schwab)

WE ABSOLUTELY MUST HAVE THIS IN OUR DESIGN:

Good typeface this will be the primary element of the logo

Consider both serif and sans serif typeface

Look at different ways of constructing the name: 1. all one word in same type and color, 2. two colors in one word, 3. two different fonts in one name

Balance between the strength of the word power and the traditional, craftsmanlike nature of the word smith

Explore some design elements that can convey the energy of the industry paired with the approachability that the company wants to create with its customers.

Alternatively, explore design elements that speak to the craftsmanlike nature of the companys work, e.g. use of an anvil to tie to smith and/or use of hands as a design element or something simulating hands to nest the name in as a way to connote the smithy who works with his hands.

Preferred color palette includes: black, red, yellow/gold and possibly blue.

Materials

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