PROFESSIONAL ::

CHASS Identity / Website
NCSA Posters
NCSA Tradeshow Booth
NCSA Website
NCSA CD
NCSA Timeline
NCSA Infographics
NCSA Access Online
Linux Conference Flyer
iCyt Journal Ad
iCyt Postcard
WMRC Annual Report
Seth Bradley Album
Vineyard Logo
VFP Logo
Aisle 2 Logo
Collegiate Identity
CIP Identity / Website

STUDENT ::

9th Letter
Intro to Tea Ceremony CD
Marcel Duchamp
ACES Study Abroad Website
Courier Typebook
Highdive Identity
Focus Identity

Focus Lighting & Control Identity  ::

Focus Lighting & Control is a lighting design firm that specializes in commericial and industrial applications. When designing the logo, I wanted to express a hip, upscale, modern feel for the company, and I also wanted the logo to communicate a stable, no-nonsense business model.

When drawing sketches, I wanted to get away from any cliche references to lightbulbs in the logo - The "O" in focus immediately lends itself to using a lightbulb. I decided to stay with a lightbulb reference, but to abstract it and represent it in an unconventional way. The circles used to create the "O" became a good graphic element to use elsewhere on the identity to pump up the visual appeal.

For the typography, I chose a san-serif typeface, Century Gothic. The varying type weights, and all caps communicates a feeling of an Industrial complex while the wide letterspacing communicates a feeling of the modern, upscale design world.