Services
- Logo Design
- Visual Identity
- Custom Monogram
- Environmental Signage
- Uniforms & Merch
- Print Collateral
- Color System
- Typography
The challenge
After sixty years on Phoenix’s 43rd Avenue, Spellman Hardwoods had outgrown its name. Its catalog now included porcelain, quartz, panels, moldings, and millwork. The identity needed to represent that broader offering.
The approach
I drew the S as two chamfered forms locking together, like a material profile seen in section. It could suggest wood, metal, or stone. Warm charcoal and bone keep the identity grounded while giving it a more contemporary expression.
The result
An identity for Spellman Architectural Products that matches the breadth of the business. The system extends from a compact monogram to warehouse signage, uniforms, and print applications. SPELLMAN ARCHITECTURAL PRODUCTS
