Light, airy and friendly, yet confident and secure.
This mark and type treatment were conceived with the purpose of embodying the professional, yet warm and caring feeling Crews Control’s team and mission exudes. The light, round nature of the type provide an approachable and kind aura. Capital letters were utilized to intermix a very serious, tried/true sensation. The round attributes within the type lend themselves well to complimenting the round and fluid mark. Overall, this logo was designed to create a sense of breath-ability – paying homage to the feeling Crews Control’s clients experience after realizing Crews will come through for them time and time again.
The mark, based on the debossed pattern seen on reel canisters, seems alive in an abstract sort of way. Although reel canisters are no longer used, this mark’s concept tells Crews’ story in regards to depth of experience in being first to market. It symbolizes the “coming together” Crews facilitates as well as well as “growth from the center” in terms of Crews being the hub for its clients. The tones in the mark symbolize movement and direction culminating in a full circle; a notion that speaks to Crews’ ability to bring the job home for the client. A full perfect circle of experience.