Process

Typeface Family

The first goal in branding ACRE was defining a visual identity for the wordmark. I provided the client with multiple variations for typeface options—many were too chunky or resembled the look of a tech or digital firm. The final graphic logo mark is a key way to identify ACRE even without the name. The sharp angles in the sans serif typeface echo the form of the “geo A” to create a balanced, sharp, design.

Color System

Most construction brands have a warmer color palette. Burnt reds, oranges or darker yellows help ACRE’s brand feel more sophisticated by avoiding the bright obnoxious construction-cone orange.