Acer Dwellings are a property development company based in Belfast, they approached MODEST wanting a clean, simple and modern brand that they could roll out across their stationary and online presence as the business begins to grow.
As well as obvious Belfast icons such as the White Star shipping company and H&W shipyard, Erik, ACER’s owner has Canadian roots and he liked the thought of incorporating the maple leaf. Below you can see the first round ideas and their inspirations to show the initial brainstorming phase…
After considering the above examples the client decided that there maybe something in the simple house from the Olympic design and decided to combine that with the idea of the slope of the leaf mirroring the slope of a traditional roof line, clearly shown below.
We decided to explore this idea further and produced a number of of mock ups to decide whether or not the maple leaf was worth pursuing. We distilled the idea to its simplest form in the final of the designs below but by that point the client had decided to scrap the leaf in favour of the sharp uncomplicated lines of the house.
With many branding projects it feels as if you are going town a blind alley only to turn and go back on yourself, but, from each dead end, usually and idea transcends, in this case it was the simple clean lines and the brand name ACER DWELLINGS. The client decided against the maple leaf in favour of a minimalistic outline.
We explored the positioning of the text and decided on the design shown below. A simple, clean and strong design that the client was extremely happy with.