FENCE GENIUS BRAND LAUNCH
Blog Post, Posted on February 05, 2014
Signature Development is Washington-based company that has focused primarily on manufacturing pre-fab wood fence panels, which are sold as commodity items at Home Depots across the nation. They have also manufactured and sold other wood commodity products, such as workbenches and picnic tables. Many of these items are not branded within the Home Depot retail environment. They are very much price-driven products and consumers don’t care about brand.
Recently they have developed a custom and innovative product line with two new offerings. Phinney Bischoff was hired to brand this offering and ultimately provide the foundation for Signature Development to transform the fencing industry, increase sustainability efforts, and grow tremendously. These products will fall under a new master brand called Fence Genius.
Phinney Bischoff came up with the name “Fence Genius” because it clearly communicates what the new brand stands for. It's compelling, memorable and unique within the industry landscape.
The brand positioning informed the logo and visual language. The design team brought to life what had only been expressed in words. We challenged ourselves to consider icons, type treatments and subtle design devices. We worked closely with our client and created a concept that incorporates “F” and “G” into a single mark. It was imperative to emphasize precision and technology. We achieved this by suggesting crosshairs that suggest "the center". This bold mark with the complimentary all caps, sans-serif font conveys a savvy, modern and reliable company. The purposeful simplicity and geometry make it easy to implement across a variety of applications such as casting, burning, and stamping.
The Fence Genius palette includes an orange and gray combination that conveys messages of strong/industrial and polished/sophisticated. In addition to orange and gray, a strong use of black further defines the brand in the marketplace.
The following contextual samples show the brand elements coming together to create a bold and memorable brand. The logo reproduces easily on a variety of backgrounds and on products, in environments and against materials.