Company Rebrand

All Current Electric's current logo

For our last project of the year in web design, we were to rebrand a local company that we thought needed a facelift. I didn't know which company to upgrade until I remembered that my aunt and uncle own a business here in Lenexa called All Current Electric. They provide electric service and repair. I went to their website and was taken back by their logo- and not in a good way. This is what their logo looks like right now- the same as it has for the 20 years that they have been a company. I knew that this would be a challenge, but I knew that I was up for it.

First, we sketched over 30 logos and combination marks and then chose our 6 strongest. When designing my logos, I tried to incorporate graphics that reminded me of electricity. I included plugs, outlets, and lightening bolts. I did this all in black and white to start. We presented these to the class to get feedback and altered aspects from the feedback.

Next, it was on to color. I looked into color psychology to create the perfect color scheme. I incorporated many color schemes including complementary, secondary, triad, and analagous. These are a few of them. I like the way the colors enhanced the logos. Then it was the hard part: choosing the logo to use for the rebranding.

This is the color combination I went with. I chose this color scheme because I like how the yellow represents electricity and how the black is a nice and cool contrast to it. In addition, I liked the idea of the hidden image/ message. The line through the 'A' and the 'C' and 'E' create a plug. This is an electric company, so I think this is a cool effect.

Once I had my logo in mind, I was assigned to make an envelope, letterhead, and business card. Each was supposed to be clean and represent our company. I knew that I wanted to incorporate lightning into my designs. For my letterhead, I created interesting geometric shapes in the corner to represent lightning. I supplemented this with a made up name, address, and phone number, which  I put in the upper right and my logo in the left. On the back I used the plug from my logo and made lightning come out of it.

As for my business card, I simply put my logo on the back, and on the front, I used the similar plug idea as in the letterhead. I also put the business information on it on the right hand side. For both the letter head and business card, I used the same gray background because it was a good median between black and white.

The envelope does not follow the gray theme, but instead has a bright yellow and white because I think it's more eye-catching. I used the yellow from the back on the flap of the envelope to make it cohesive. I continued the lightning theme by using white lightning bolts to balance with the white on the front. I put the logo in the lower left and designated space for writing.

Overall, I enjoyed this project. There was a lot of making different logos and color schemes which required patience and time, but it was worth it because I am very happy with how it all turned out.