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MAC Tile wanted to start branding its name now that business had been steadily growing. While no guidelines were set, a strong desire to tie the Irish roots into the logo was preferred. After a few futile samples incorporating an Irish green into the fold I scratched that notion altogether and instead ultimately went with what led to the above logotype.
Instead of a green element to bring out the Irish sensibilities a legible “Gaelic” influenced typeface was chosen. Ultimately this would not beat the idea of Irish heritage into the viewer but rather just give a gentle overtone to the entire logo. Behind the text is a grid pattern mimicking a tiled surface with muted colors. I figured most tile clients typically used a muted palette and not brilliantly garish colors so in order to truly represent the company the light browns were chosen with a hint of a green. In order for the company text not to stand out to much and create a stark contrast the blacks were also lightened up to mesh with the overall muted color palette.
The other element of the background tile / typeface was the word “Tile” in the business name. When I first started thinking up a design the letters in TILE just seemed to naturally be able to form some sort of grid-like pattern synonymous with its namesake. After a few attempts the present grid-like pattern took shape and became the “other” type of tile in the logo.
Client | MAC Tile
Category | Branding
Year Created | 2013
Media | Adobe Illustrator, Adobe Photoshop