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Keystone Building Surveyors are a new start-up business in Australia. They wanted a logo design/brand that was modern, fresh and reflected what they do.

Brand naming

Keystone Building Surveyors are a new start-up business in Australia. They wanted a logo design/brand that was modern, fresh and reflected what they do. The word Keystone automatically generates a very specific image in the mind and immediately denotes a feeling of solid foundations and a strong footing. We looked at different treatments for ‘keystones’ and keystone shapes with a view to creating an icon from the Capital ‘K’.

Iconic branding design

The initial brand concept was based around the ‘K’ made up of a series of triangular ‘building blocks’. The client was keen to utilise a deep orange colourway, so these blocks ranged in colour from the deep orange requested, through lighter shades of the orange through to grey and black; all colours easily associated with building materials – metalwork, tarmac, sandstone, etc. Because the letter is made up of these blocks, it has a nice chunkiness and good sharp lines; all elements representative of a solid structure. The full stop after the letter is shaped like a keystone and, along with the ‘K’, is an element that can be used in isolation on all sorts of materials to add a splash of colour and work as a reinforcement icon. For the typography, we wanted a good solid font to build upon the ideas of structure, solidity and stability. We chose the Gotham HTF font for its appealing typestyle; it’s a modern and professional font with great character that looks good both in book and bold weights and it supports the icon perfectly.

Building the brand

For the stationery, we used a strong and aesthetic layout to reinforce the brand. The backs of the letterhead and the inside of envelopes make a bold statement by printing in the strong orange. The cards have a sophisticated and simple layout with a statement black front showing the company name in white and the details on the white reverse show the primary colourways to advantage. For brochure and marketing material the icon is used in isolation as a design feature and feature boxes are created in the strong orange throughout the text sections, an element that mirrors the web design.

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