Angelus
Services: Identity Design / Identity System / Art Direction / Marketing Collateral
Angelus Blocks founding owner hand drew their original logo in 1948; and it has been in use ever since. Angelus Block tasked me to update its look and revamp the logo. They were very specific in wanting to keep their original hand drawn feel while also incorporating little flaws similar to the original.
Identity Design
My identity design process includes several concept explorations and sketches. As you can see in the sketches many different styles were explored to see if I could improve on the mark without dramatically changing the original look and feel. After much exploration I determined the original drawing should remain as a strong skeleton; cleaning up the kerning, "x" heights, skew, smoothing and character stem/stroke widths. After Angelus picked a direction from the sketches a vector file was created to start the lockup process for the mark.
Style Guide
With the identity locked in, I developed an extensive style guide. Angelus required several applications of the identity, and I identified all necessary usage scenarios to assist in maintaining a consistent brand. This was crucial for them since 85% of all graphic work is done in-house at their 11 locations by multiple artists.
Identity Collateral
Exploring a broad range of conceptual and aesthetic territories to bring the brand to life, with a focus on collateral that matters; showing the identity works in all required environments while maintaining a strong differentiator in the marketplace.
