Custom Heating & Air


Custom Heating & Air is an full service HVAC maintenance company located and servicing the Northern Colorado area. With many years of experience in the industry, quality customer service, and satisfied customers the company has made a reputable name for itself. Under the current organization structure, Custom Heating & Air is a franchise of Aire Serv and is priming the brand to continue serving their clients as an independent entity of Aire Serv, which prompted the rebranding process.

While the Custom Heating & Air will become the prominent, parent brand, there should be a connection back to the the Aire Serv brand. The primary means of accomplishing this will be through color palette.

While all of these designs are meant to show a developed idea of each concept, each will be refined and the chosen concept will be carefully considered and added to until the brand is the strongest representation it can be.

Business card concepts are meant to show how the brand can progress beyond the logo alone and will be refined along with the logo. Additionally, the information shown is placeholder information. 


Key descriptor words:
Professional, Skilled, Expert, Proficient, Qualified, Courteous, Detailed, Helpful, Dedicated, Dependable, Reasonable, Integrity

Concept 1

Key descriptor words: Edgy, fast-paced, professional, modern

The key design elements in this concept are the primary font (used for “Custom”) and the logo mark.

The font itself visually communicates movement which works well based on what you have liked from your previous branding. The italics really capture a sense of motion. It also stands out from competitors in a way that makes Custom memorable.

The logo mark is a strong, memorable mark that works well as a gradient and in one color. My only concern would be is if you think it is too similar to the current Aire Serv brand. Thermostat controls are pretty universal, so up/down arrows are a reasonable symbol to use in your brand but wanted to point out the similarity.

Another strong suit of this concept is the versatility. It work well in a vertical and horizontal orientation. The logo mark also works well in a stand alone scenario. The gradient element communicates the services you provide and adds depth to the brands visuals. It would work well as a visual for consistency across all of your branding.


Concept 2

Key descriptor words: Friendly, familiar, professional, trustworthy, established

The way I would describe this concept, first and foremost, is trustworthy. One of the most important aspects of being a company that works in your clients homes is instilling trust. The soft lines of the logo mark (the shield badge with the lines) are friendly but still convey a sense of motion and represent the air affected by the units you service.

A strong suit of this concept is that that it works well in a horizontal layout but also works well to have the text in the badge mark. This mark would work especially well for apparel.

This concept has a very timeless look and would work well for years to come.


Concept 3

Key descriptor words: Movement, bold, modern-retro

This version has a classic look that has a bit of a retro appeal but the boldness of the type creates a balance to make a very strong appearance. The shadowing effect on the word “Custom” helps to create a distinct look for your brand and can be carried to other elements of the brand.

The italics of this version also create a sense of movement and speed. This design makes sense for the industry and also works to instill a sense of trustworthiness and competence.