Quality, Trust, and Care.
RENCO is a renovation company that reached out to me to update their current logo into something that was simple, professional, and showcased the high level of quality that their business is.
Watch this video shortly showing how I made this logo. Watch this video to see the before and after of my clients logo.
From Concept to Completion
1. Discovery & Consultation
The project began with a discovery phase to fully understand RENCO’s brand identity, values, and vision. During this phase, I conducted a detailed consultation and provided a questionnaire to gain insights into their preferences, goals, and design expectations.
To lay a strong creative foundation, I also worked with RENCO to develop a noun list—a technique I use to distill core brand attributes into tangible concepts. Together, we narrowed it down to five key nouns that would guide the design process, serving as creative anchors for the logo development.
2. Concept Creation: Icons & Iterations
With the noun list as a reference point, I began the design process by creating 15-20 unique icon rough concepts. Each icon explored different visual representations of RENCO’s brand identity, focusing on simplicity, strength, and versatility.
RENCO provided thoughtful feedback, and together, we refined the selection down to two final icons. I applied color schemes and polished the details, ensuring they reflected the company’s professional and modern image.
3. The Unexpected Third Option
While the two final icons were strong, I felt they were still missing a subtle, memorable touch. Although RENCO initially didn’t want a house in the logo—feeling it was overused in construction branding—I saw an opportunity to incorporate a house in a fresh, understated way.
I designed a third option that subtly integrated the shape of a house into the letter R, keeping it clean, sleek, and innovative. The design struck the perfect balance:
- Recognizable yet minimal
- Creative without being cliché
- Strong brand presence with a clever hidden detail
To my delight, RENCO recognized the strength of this third design and ultimately chose it as their final logo.
4. Refinement & Final Delivery
Once RENCO approved the final design, I fine-tuned the colors and details to ensure it was polished and versatile across various applications. I then delivered a complete logo package, including multiple file formats optimized for both print and digital use.
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