Pinnacle Elements Inc. was a chemical wholesale distributor company based in Toronto, ON. It has since ended production in 2023.
Objective: Design a clean, minimal logo and develop a comprehensive brand guideline that reflects Pinnacle Elements’ professionalism, reliability, and expertise in the chemical distribution industry.
Design Approach
Logo Style: Minimalist lettermark logo, focusing on the company’s initials to convey simplicity and trustworthiness.
Color Palette: Neutral tones such as blues, grays, and white to reflect professionalism, stability, and clarity.
Fonts: Clean, modern sans-serif fonts to communicate the company’s straightforward approach and industry expertise.
Symbolism: Reduced to a focus on typography, ensuring the logo remains timeless and versatile.
Design Process
Consultation: Kicked off the project with a consultation meeting to better understand the brand, its products, the type of company it is, and the creative direction the client had in mind.
Concepts: Researched competitors and other corporations to find some inspiration and tried many types of logo designs from wordmarks to icons.
Challenges: Initially, the client was presented with symbolic logos that incorporated abstract and chemical-related imagery. However, the final direction moved toward a lettermark logo for a simpler and more sophisticated brand identity.
Logo Style: Minimalist lettermark logo, focusing on the company’s initials to convey simplicity and trustworthiness.
Color Palette: Neutral tones such as blues, grays, and white to reflect professionalism, stability, and clarity.
Fonts: Clean, modern sans-serif fonts to communicate the company’s straightforward approach and industry expertise.
Symbolism: Reduced to a focus on typography, ensuring the logo remains timeless and versatile.
Design Process
Consultation: Kicked off the project with a consultation meeting to better understand the brand, its products, the type of company it is, and the creative direction the client had in mind.
Concepts: Researched competitors and other corporations to find some inspiration and tried many types of logo designs from wordmarks to icons.
Challenges: Initially, the client was presented with symbolic logos that incorporated abstract and chemical-related imagery. However, the final direction moved toward a lettermark logo for a simpler and more sophisticated brand identity.
Icon Style Concepts
Wordmark Concepts
Lettermark Concepts
First Concept Mockup
Second Concept Mockup
Deliverables
Logo Designs: Multiple variations of a lettermark logo to explore options for simplicity and effectiveness.
Brand Guideline: A detailed document covering logo usage, color schemes, typography, and application rules for consistent branding across all platforms.
Brand Guideline: A detailed document covering logo usage, color schemes, typography, and application rules for consistent branding across all platforms.
"From the very beginning, Jessalyn was very professional. Her presentation of options was also excellent–easy to understand and she was able to show all the options clearly."
- Allan A.
Founder of Pinnacle Elements Inc
- Allan A.
Founder of Pinnacle Elements Inc
Stationery Mockup
