TileAmerica had been considering the idea of a new logo for a while, but re-branding a company is a costly process. Everything eventually needs to be replaced including items like business cards, letterhead, print collateral and even truck graphics. Also if a logo changes too much, a company comes in danger of loosing brand recognition which was very important to TileAmerica, who already had a loyal base of customers including contractors and retail clients.

For this project I was responsible for Art Direction and concept development. Although we considered and presented completely new logo options, the one we pushed for was a simplification and much classier version of their existing logo. The red stripes represent the thinset combed out across a surface that the blue tiles are stuck to.