ICON
![](https://cdn.myportfolio.com/4e281d8a3a3a816c72e3185899d81c1f/5876a9bd-1d9f-45db-baf5-b8162ef690f5_rw_1200.jpg?h=f00bfa21ee6a85a517574ca26427f275)
Logo
![](https://cdn.myportfolio.com/4e281d8a3a3a816c72e3185899d81c1f/5406d78a-8b88-4694-9634-4c7c0ff5be5d_rw_1200.jpg?h=6fa2a6815ca7e8c5fc4108457291b942)
![](https://cdn.myportfolio.com/4e281d8a3a3a816c72e3185899d81c1f/06c42981-e270-4512-a270-a7d1066457d3_rw_1200.jpg?h=cec6e48bd17d0fdea5dd436629a3ebd4)
![](https://cdn.myportfolio.com/4e281d8a3a3a816c72e3185899d81c1f/57c08ed4-ac04-4634-bb3e-6b5cb199039c_rw_1200.jpg?h=60a45e675bf7cb1beb5a992e61b821c7)
A.S. Langer Construction is a residential contractor that designs and builds custom solutions for peoples homes. When they came to me to help design a new brand identity I took my inspiration from the tools and materials of the trade. In the monogram icon I incorporated the head and point of a nail into each letterform. The curves of each piece of the icon match with the typeface chosen for the full logo, creating a unity between graphic and text. The visual link to construction continued to build thru multiple alternate logos, including a saw blade badge and nail / type only treatment.