Beginning logo:
The name of the company I chose is Giant Carpet One. I decided on this company because I recently worked with a member of their outside sales team during my internship and really enjoyed the industry and what they as a company stood for.
Carpet Giant was established in 1970 by Barry Sutton, a local businessman from Salt Lake City, UT. The company itself focuses on creating a welcoming flooring experience for every family while providing them with knowledge, new innovative products/ inventory, as well as the most affordable bang for their buck as a consumer so to speak. The company is passionate, honest, and committed to their customers. Over the last fifteen years they have teamed up with Carpet One, a known flooring corporation that has over 1,000 locations around the United States. Though the company has commercials and websites for promotion, they still aren’t fully recognized by the local community. I want to be able to make them more relevant to the local audience as well as new upcoming customers they have yet to grasp the attention of. "We believe in being a part of people’s memories. We believe comfort, warmth, and fashion."
Facebook profile: In regards to the social media sites, I wanted to keep my branding consistent for the company. I kept the colors that I chose to give it an authentic feel with the branding colors I chose, but also made it different from the logo to show some diversity as well as a contemporary look for younger audiences. I feel that there was a good sense of proximity between the text and the shape provided for this profile picture.
Facebook cover: When I think of Facebook, I generally think about most of the accounts being generated through family and family photos. A majority of the companies demographic is women. If I know how women think, we all love seeing a cute picture of a dog and in a good looking home with nice flooring to boot? SOLD. I wanted the message to be centered around the dog as the object enough that you read it, but also that you would glance at the background of the house with flooring including: rugs, tile, and carpet. I feel that the proximity in between the text and the image of the dog was enough to give attention to each element involved. I wanted to continue the repetition of the use of parts of the companies "why" statement by discussing family as well as showing fashion in the background image.
Twitter profile: I kept this authentic to the companies original logo in order to show the difference in their original and my work. I changed the color to give an authentic vibe to the audience to show a difference in the companies structure on different social media sites. I wanted to show the alignment and font of the original logo to show how much was going on and how I simplifed the logo in my edits.
Twitter header: I wanted the Twitter cover to represent the company not only for what they sell, but what they are all about. I included the "why" statement for that exact reason. I wanted to give enough proximity in between the company name and why statement and I felt having the flooring in the "white or dead" spaces would make them seem a little less empty to the audience. I feel that the wood image helps with the proximity between itself and the text.
Envelope: I wanted to use the branding colors I associated with the company overall. I wanted it to be clean and simple with not too much displayed on the envelope, but enough for the consumer to recognize who the envelope is coming from. The proximity between the top of the envelope and the bottom I believe creates a good relationship between the text, the branding colors, and the logo. There is some white space in the right hand top corner, but I was thinking about postage being in that area when the envelopes are being used to be sent out.
Letterhead with text: I continued to use the logo for my letterhead and adjusted the sizing a bit to fit the format of a letter. The nice thing with the logo is it can be read clearly no matter the size (big or small). I chose to personalize this letterhead with text from a cover letter I recently wrote for my current job. The proximity between the contact information and the logo I believe shows a good relationship between the two as well as a good repetition overall for the letterhead document.
Letterhead without text: I continued to use the logo for my letterhead and adjusted the sizing a bit to fit the format of a letter. The nice thing with the logo is it can be read clearly no matter the size (big or small). The proximity between the contact information and the logo I believe shows a good relationship between the two as well as a good repetition overall for the letterhead document.
Business card: I felt that I had a good use of proximity and space overall between the logo and the contact information. The repetition of the logo on the business card I believe provides confidence in the brand for the consumer's benefit. I wanted to make sure the key elements and information was intact as well the logo. I wanted to continue with my branding colors to show consistency throughout the project, the color combination displays the "why" statement of family, fashion, and comfort in my opinion.
Black and White Ad: I wanted to use an image that brought attention to the text as well as the logo and not just the elves. I felt there was a good use of proximity between the text, the logo, and the images displayed. I wanted to make sure to show the difference in my sans serif and serif fonts as well. I decided to ultimately make my logo more transparent with the black and white in the ad rather than having a white background and I was pleased with the results. I chose to keep the repetition of the call to action in each of my ads to have consistency between them as well as the proximity consistency.
Color Ad: My first image that I was working on with this ad was a bit pixelated and seemed crammed. I decided to go with this second option after the help from my professor. I wanted to make sure there was a good sense of alignment between the text and the logo placement. I was please that there wasn't a lot of white space with this image and the focus was on the logo, the text, and the cute bear's face. I chose to keep the repetition of the call to action in each of my ads to have consistency between them as well as the proximity consistency.
Revised logo:
I wanted to create something that represented the company and what they stood for without the use of a house or flooring itself. I decided to go with this shape because it was able represent the company through their letters, but it also represented a roll of carpet. It was simple and not overbearing for a logo in my opinion. I could see this being used on social media because it's easy to brand and is relatable to other logos out there including some social media companies.
I feel that this shape creates a great contrast between itself and the text. I wanted to update the companies logo in order to make them more relevant to a younger audience. I wanted them to be more appealing and up to the status quo of flooring when it came to the younger generations to come. I wanted to make sure the proximity between the shape and the text were closely related and I wanted to have the roll of "carpet" to be thick enough, but close in relationship to the G of the roll shape. I tried to bring repetition in the mix by repeating the words in the shape, etc.
