Mark Schreck Rebrand

  • Mark Schreck Concrete Designs Rebrand
  • This hand lettered brand was created to reflect the custom made products Mark makes in his shop using one of mans oldest mediums.
     
  • MOODBOARD

    I began my process by developing a Pinterest mood board that reflected the personal taste and style Mark had described to me. They wanted a classic almost vintage style brand that had the same level of craftsmanship Mark brought to his products. 
     
    During our first art direction meeting we all agreed that a responsive logo would work best for their rebrand so they wouldn't run into any application or size restrictions when trying to present their business.
     
    So I created a horizontal logo that would be best presented when placed on their website and on stationary. A monogram logo that would combine "MS" together that would be used for their social media icon and to brand Marks projects. Then finally I would combine all these assets to create a badge that would be great when used for swag, business cards and on printed marketing materials. 
     
  • HORIZONTAL LOGO
    When designing the rebrand, I started with the word mark since it was going to be the primary focus. After many pages of trial and error, I decided on a simple elegant script. This script was custom made to represent Marks high end products while remaining approachable. 
     
    After I had a good enough sketch, I scanned in my artwork in Illustrtor and created a monoline first in Illustrator with the prn tool. This phase helps me better form my letters to be consistent and keeping the negative space between the letters balanced. 
     
    Once I had my monoline exactly where I needed it, I began to add weight to my letters to give just the right amount of personallity. I made sure to have perfectly horizontal and vertical handles on my anchor points in Illustrattor so my line work could be as simple and smooth as possible.
  • MONOGRAM
    This monogram was designed based on the font "Copperplate" one of the oldest industral fonts around today after its creation in 1901. I customized the weight and height so that each letter could easily wrap around the other, with equal negatve space on each side. 
     
    Orginally I was going to create a illustrated version and a simplified icon, but later realized that a cleaner version of the monogram was nessary so it could remain readbaile even when used as a small profile image. 
     
    This design needed to work in both 1 color white and black with both a clean and textured version. The textured version could easily be used for digtal purposes, where the clean version was created for letterpress, screenprinting or even embossing.