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Identity Design Case Study: Ramsey Backflow and Plumbing

Identity Design Case Study: Ramsey Backflow and Plumbing

Identity design may appear simple on the surface, but good identity design has a thought, intention and reason behind the aesthetics. As an example, let’s take a look at the thinking behind the concepts for Ramsey Backflow and Plumbing. One is a bit more commercial and the other more residential.

Option A – This identity has a modern, up-market feel and gives a nod to the contractor services industry with a custom mix of yellow. Clean typography forms the base of the logotype and supports the icon. The combination of a capital “R” and “B” in the icon make for a solid, bold trademark, emphasizing Ramsey Backflow. The icon would look great embroidered on polo shirts, hats, and even on client appreciation mugs. And the bold color combination would make for stunning truck or fleet graphics.

Option B – Taking a totally different approach, this identity has a clean, fresh stance.

Friendly and contemporary, it uses iconic images of water and a valve handle to support the main services of Ramsey Backflow and Plumbing. The high contrast of blue, white and black make for outstanding possibilities in the areas of signage, business cards and other support materials.

A good designer will have an understanding of marketing and put serious thought into the identity that will represent your business. Choose wisely.


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by Jerry Lund // Award-winning design veteran with more than 20 years’ experience focusing on the effectiveness of marketing solutions from a branded and aesthetic viewpoint.

Opinions expressed by contributors are their own.