MONOGRAM & LOCKUP VARIATIONS
The monogram combines the outline of two Fs to make an H for Frazier Homes. I used Sudtipo's Henderson Slab and Henderson Sans — based on the work of early-20th century sign painters — throughout the identity, including in a modified form as the basis for the monogram.
There are two lockup variations: a circular version for compact applications like business cards and a stacked horizontal version for yard signs. Each is adorned with two Torx screws, a type of fastener preferred by construction professionals for their superior torque.
The brand is unabashedly minimalist, as were the craftsmen of the early-20th century Midwest and as is Aaron. With Aaron's work, you can expect meticulous attention to detail and a rare reverence for quality.
Construction contractors rarely market themselves in the same internet-centric way most professionals do these days; more traditional word-of-mouth advertising is king. The aspect ratio and rotational symmetry of the standalone mark work perfectly in a square business card. The unusual format and stark black-and-white minimalism allow Aaron to stand out from other contractors.
I also applied the identity to yard signs, shirts, and Frazier Homes' Facebook page.