Ashford & Ashford
To create a visual identity for Ashford & Ashford that was strong, credible and dependable to allow them to reach their market.
Ashford & Ashford’s mark holds great symbolic importance to the company as a whole. The two main ideas that founded the mark were:
• To create a very structured mark to convey stability, credibility, and legality.
• To use an underlying organic feeling in order to communicate reliability, approachability, and accessibility
The typeface is structure yet curvilinear. When creating the crest of the mark, we did so in layers. The first layer, the outlining of the crest, is designed to mirror the organic curvature within the typeface. Next was the incorporation of the signature ‘A’ used as a reference to an oil-rig and in relation to the work of Ashford & Ashford. Finally, three curvilinear lines were integrated behind the ‘A’, used to symbolize the layers of the earth. The placing of the diamond in the lower half of the crest was chosen as a reference to minerals.
Art Direction/Design: Joel Schierloh