Flood Tech USA
Brand Suite
Flood Tech USA is a water damage repair, cleanup, and restoration company serving the DMV. The company wanted to stand out from the competition and commissioned me to create a streamlined brand.
The “f” shaped brandmark is comprised of fluid waves supporting the roof of a home. It represents the house restoration aspect of the business while also creating a strong visual identity.
The brand suite includes the logo, forms, flyer, business cards, and car magnets.
Old
New
Logo Concepts
While in most projects I start with black and white concepts, the client already had established brand colors that they wanted to work with. Therefore I did a combination of still presenting black and white logos, but you will see the colored options below.
Concept 1 - This concept features the 4 services of Flood Tech USA’s business. The 4 service icons are represented in each quadrant of the house with the typography stacked underneath. This stacked logo concept can be easily adapted to have the iconography on the left of the words for use on websites, and other elements where visual height is restricted.
Concept 2 - This concept features a strong angular typeface which is legible at small sizes, making ideal for use on products, websites, and other branding elements. Keeping the logo clean sophisticated and linear, this concept features water lines trapped within the “O” of the word flood which also look like windows in a house.
Concept 3 - This concept features a stylized “F” made from water waves with the bottom portion created by a period containing the small icon of a house. The streamlined shape takes inspiration from the Adidas logo in stylistic look and appeal. The wordmark to the right is left aligned and the italic streamlined front pairs well with the streamlined “F”. Bottom Version - Modified - Updated version of the original concept 3. This version includes a larger house emphasis and having the wave overlapped on eachother forming a stronger “F” letterform.
Concept 4 - This concept features a new direction showcasing a shield with multiple elements contained within. The shield represents home safety, the house represents the service that flood tech is providing by helping people repair and restore their homes. The waves at the bottom represent the water or flood aspect in a stylistic clean way with the two stars which is a nod to the fact that Flood Tech is located out of the City of Alexandria, whose city flag also contains two stars.
Concept 5 - Drawing inspiration from the original concept 3 which featured the wave shape creating the “F” of FloodTech, this concept takes it one step further. Instead of the house being at the bottom, this concept flips it on it’s head and features the wave of the “F” forming the foundation of a house. Thereby representing how Flood Tech supports their customers and literally holds up the foundation of their homesteads.
Car Magnets
