Develops cohesive visual identities for small businesses, delivering distinctive logo designs that embody core brand values and engage target audiences. Emphasizes strategic design solutions that enhance recognition, credibility, and long-term brand impact.
2024
Logo Design
1 month
D&O Ceramic Tile Redesign
Background
D&O Ceramic Tile is a family owned business based in Atlanta, GA with over 20 years of tile installation experience. D&O has built its reputation through word-of-mouth and Facebook referrals. They sought a refreshed brand identity to bring a more modern, flexible, and cohesive look to their business. The goal was to evolve their visual presence while staying true to their core mission: delivering high-quality installations at the best price.
D&O specifically wanted a new logo that was versatile, modern, and timeless, opting for a simple black-and-white design to ensure greater adaptability across all platforms.
Before
After
The Concept
In analyzing the original D&O Ceramic Tile logo, I identified a few key areas for improvement:
The tiles were hidden behind the text, which diminished their visual impact and disrupted the overall cohesion.
The text lacked distinctiveness, making the logo feel less memorable.
The logo's reliance on a black box limited its versatility and adaptability across different applications.
With these insights in mind, I researched industry trends and began sketching concepts. After several iterations, I developed a logo that incorporated square tiles and tile spacers in a more symbolic and cohesive way, creating a stronger, more versatile visual identity.
Typography & Color
Once the logomark was finalized, I shifted focus to the typography. While the original font lacked personality, it did convey a sense of authority, boldness, and professionalism, which worked well with the brand's identity. After exploring several type foundries, I selected Poppins, a font with sharp, clean lines that matched the logo's bold and modern aesthetic, while maintaining a similar weight to the original type.
To give the typography a unique touch and strengthen its connection to D&O’s work, I made custom adjustments to the kerning and redesigned the "E." I based this modification on the 33% rule in tiling, a key element D&O frequently used in their installations. This detail added both visual interest and a deeper tie to the company’s craft, giving the logo a more distinctive and personalized feel.
