The purpose of this project was to redesign Harding Group's brand while maintaining their core brand identity.

Having been founded in 1960, the current identity does not exude the professional atmosphere that the company has developed since the logo’s debut and the founder would like to modernize the logo in order to revitalize the company’s brand.

Following research into current trends within the asphalt and construction industries, I began drafting sketches using imagery prevalent within the field and previously established within Harding Group's own identity.

As a majority of their business involves pavement, primarily asphalt and concrete, I wanted to prioritize the road symbolism within the new design. Considering the roller to be too on-the-nose, I focused on the hardhat and letter-form designs for a more minimalist approach to this rebranding.

After receiving feedback from peers and associates of the company, I created the final design below as it incorporated the road imagery in a more overt fashion than previous designs while simultaneously generating movement towards the company name when the logo would be used in its entirety.