Clarke Excavations is a company owned by Thomas Clarke, an experienced excavation service provider. The project is aimed at expanding Clarke Excavations' online presence and helping to generate a larger client base for the company. This included the development of a logo and webpage.
When starting a company it can be difficult to present a clear and consistent identity, especially when producing online promotional materials. Therefore, it is important to start out with a strong brand and logo that represents the ideals of the company.
I have created a logo based on a brand personality of professional and reliable excavation services. The logo incorporates a CE monogram, wordmark and the colour blue as selected by the client. This has resulted in a strong and professional outcome, themes which I have carried throughout the project in a minimalist webpage design, displayed below.
I researched other local excavation companies to get a general understanding of the services provided. This also helped me to develop a plan of how to structure information about Clarke Excavations and their services. I also took some time looking at larger construction companies and branding experts for inspiration on branding and UI design.
Using my research and discovery I was able to make informed decisions on how best to structure the website. The above research also provided inspiration when creating a variety of logo outcomes.
The three logo’s presented above include alternative outcomes produced. The final outcome selected by the client is presented above, centre. I created the monogram element within the logo by combining a lowercase ‘c’ and ‘e’ using a blend of positive and negative space suggestive of the two letterforms. The curve of the monogram is also representative of a digger bucket in keeping with excavation services. The wordmark was created using the typeface Muli, bold. The wordmark has been customised by removing a section of the ‘x’ in excavations reflective of the removal process in digger work and also providing a modern and edgy feel to the design outcome.
Above is the wireframe agreed on by the client. By producing wireframes similar to the above I was able to give the client a general idea of how the website would be structured and make changes accordingly before creating a full mock-up.