All-American Roofing

AAR Business Card System

All-American Roofing is an "official branding" of a already very successful commercial & residential roofing company. Unlike many recent projects this was not a simple one element design piece. This was a re-branding. This involved creating a design system to handle print and interactive needs as well as any future needs.

The business card system created for AAR had been developed in conjunction with the co-owner to project consistency and accessibility. Like many other companies AAR has made aggressive moves to provide quality services and promote openness with customers about roofing/contracting technologies. This not only produces a quality product, but knowledgeable customer.

In many ways the new AAR website makes this new direction possible. With up-to-date information and links customers will be able to stay informed and confident in their decision to chose AAR for their next roofing project.

Greeting Card Typography

AAR Logo Exploration

When developing the logo we decided to start with a monogram instead of a glyph of a logotype because of the nature of the business and the length of the company name. A monogram represents the major letter characters in the company name, but can in many cases can serve dual purposes as illustrating the companies service.

Major themes of American flags and stars were cliche and may cause confusing between other companies with similar naming. Developing a play with structure and layering, the letterforms stand strong and clear as individual characters, but also reach and create a interesting negative space with lateral movement. Color adds to the visual complexity by creating a gradient arch through the whole letter mark. Allowing it to compete with a modern feel that will add subtle color complexity on the web and in print.

Logo exploration is a very exciting part in the design process when the company gets to "try on" their new persona. This is in a large part an emotional decision. People may disagree with this method of finding the right logo. But honestly, many first time users or contacts will judge you on their emotional response. This happens in a moment and it is in that moment that a company logo can be chosen. That emotional response backed with piles of well spent money can cement your brand image into the minds of your next potential customer.

Amazing opportunity to expand our business and marketing potential. This official branding has really allowed us to move forward in our market.

‘/// AAR founding partner, Adam Brissman