IdentityCommercial & residential renovation
Three letters,
one angle.
00The project
- Client
- CAS Design & Renovation
- Sector
- Commercial & residential renovation
- Year
- 2022
CAS Design & Renovation designs and renovates commercial and residential space. In 2022 we drew its mark. The first round offered two directions; the working file ends on a quieter CAS — three letters on one stroke weight and one angle, an A without a crossbar whose right leg runs straight into the foot of the S — set beside “Design & Renovation” in a horizontal and a stacked lockup.
- Two first directions
- The CAS mark
- Horizontal & stacked lockups
- Positive & reversed versions
01Construction
Five strokes tall,
one angle throughout.
The mark uses one stroke weight, and it stands exactly five strokes tall — the three bars and two counters of the S are those five rows. Every diagonal climbs at the same rate, two up for one across, so the cut on the C’s top arm, both legs of the A and the end of the C’s foot all lie parallel. The A has no crossbar; its right leg comes down and becomes the foot of the S, so the last two letters read as a single line.
- 1One stroke = a fifth of the height
- 2 : 1Every diagonal at one slope, about 63°
- ½Outer corners rounded at half a stroke
Drawn for this page over the original paths
02Lockups
Two lockups,
two grounds.
The horizontal lockup sets “Design & Renovation” beside the mark behind a thin rule, its two lines exactly as tall as the mark — for fascias and letterheads. The stacked one runs the words in a single line as wide as the mark, for square spaces and avatars. Each comes in black on white and reversed out of black.
Redrawn from the lockup sheet in the working file: the mark from its original paths, the words re-set in Open Sans Bold
03First directions
Before the line,
two first proposals.
The first round came on two boards, one direction each. The one shown here clipped a corner off heavy block letters, in orange and charcoal, over “Design & Contracting”, with its colours for print and screen. The other set a rounded C and S around a bare triangle for the A, in tan and black, over “Renovation & Contracting”; it survives only on stock mockups and is not shown.
AClipped corners
C0 M50 Y99 K0
C69 M65 Y65 K70
The board’s four versions; colour values from the same board