The objective was to refresh the outdated logo with a more simplistic and modern approach while visually communicating the notion of construction, and maintaining their existing red color. (red doesn’t feel like a neutral color so i would remove that)
Original Gashi Construction Inc. logo.
To pull from the original logo I wanted to maintain a bold font, but play with more geometric, angled forms of construction elements, opposed to their existing organic brush shape. The first sketches were done on paper to focus on the shapes and negative space, adding red later on once initial concepts were established.
After sending an inital round of 3 options for feedback, the team chose to continue exploration of the middle concept. We felt that the red on its own was translating a bit harsh, so we pivoted back to their blue color.
For the final round, I pushed the “G” shape to be bit more literal and simplified the overall form.
The team agreed on the second concept of the refreshed logo, and the final assets were delivered: blah blah and blah.