Third-generation business owner, Justin Miller, contacted me about updating the logo and brand identity for the family business, J. Miller Electric, now that he's at the helm.
He wanted the revised logo to maintain a visual connection to the previous versions, but be more modern and move away from focusing on the 'm' in Miller when the name of the company is actually J. Miller Electric, not Miller Electric.
The resulting brand identity increases the intensity of the existing red and yellow colors and adds additional colors to increase variety—a reddish orange and a brighter yellow. Roboto was chosen as the brand's typeface as a clean, modern sans-serif that's easy to read; plus the name is a subtle nod to all things electric, electronic, and digital.
What was originally presented as a logo option evolved into a branded sticker that J. Miller Electric employees can adhere to the electric boxes they install as a way to leave their mark.
The final stacked logo presented with full color, full color reverse, white, and black options.
The final horizontal logo presented with full color, full color reverse, white, and black options.
The branded sticker that the electricians can adhere to the electrical boxes they install and work on.
Color scheme and Roboto typeface shown in the weights used in the logo and sticker.
Justin's grandpa's logo on the left and his father's logo on the right.
Digital sketching process based on the concepts and ideas discussed during our conversation about what he's looking for.
Vector logo exploration and creation process in Adobe Illustrator. I always design logos with black first to make sure they are effective as one color. Color gets added after the form is finalized for each concept.
Pages from the PDF proof I sent to Justin for review.
After making minor revisions, the wordmark and sticker was finalized and approved.
Although I presented other concepts that were more similar to their current logo, they ultimately picked a wordmark that embraces the essence of what was but is now it's own unique entity.