High Point Realty → Logo
- Responsibilities:
- Art Direction, Design
- Timeframe:
- December 2022 – January 2023
- Tools:
- Illustrator
tl;dr
- Created a logo system that balances architectural and geometric forms.
- Developed flexible logo variations for signage, apparel, and marketing materials.
Setting the Foundation
Before launching their new venture, the co-owners of High Point Realty hired me to create their logo. The co-owners arrived with a few initial thoughts, and I led the creative process to develop a distinctive mark that captured their vision for the company.
Finding the Right Angle
High Point asked for a mark that reflected both housing and the “point” in their name. That led me to exploring gables (the triangular peaks of a house) and how they might look like from different angles, while the upwards direction evokes aspiration.
Bits and pieces from the initial round of designs, along with some varying levels of abstraction, were the foundation for the second round.
This one from round 2 was picked to be the final logo…
Back to the Drawing Board
After living with their logo pick for a weekend, the client felt the mark read more like mountains. We regrouped quickly, testing options like adding a chimney or simplifying the shape to make the house reference unmistakable.
From that batch of sketches and ideas, we had a final FINAL logo:
The final mark is simply constructed but timeless. This could easily represent their business for many years to come.
To close out the project I built a graded logo system: looser line spacing for small formats such as business cards, tighter spacing for large formats like billboards. This ensured the mark stayed legible and impactful at any scale.
A Mark That Will Endure
The mark has become central to the firm’s identity and is now used consistently across all touchpoints, from signage to apparel. It’s versatile, recognizable, and a strong foundation for their brand.