JDOWN GC Brand Design

JDOWN General Contracting, previously Jeff Down Framing, needed a brand identity created for the new direction for their company. With big dreams and a deep care for the "bones" of a house, they wanted more than just text that you could slap on a shirt. They wanted a brand with solid bones and deep roots.

Up from the roots of a bold legacy. The JDOWN brand is based on the Down surname. It's a bold stamp that says "We'll put our name behind your house". We keyed off the three key terms: legacy, wood, and bold.

What resulted from the sketches was a bold serif typeface turned into an outline as if were from a blueprint and then "cut" the word in along the horizontal axis as if it were wood. We created a various responsive logo layouts from the main layout for things like t-shirt designs, hard-hat stickers and other needed advertising for this construction company.