Armstrong

Client: Armstrong World Industries, Inc.
Notes: Creation of a strong, fresh brand identity. Self-started, not solicited by the company.

Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. Their current identity, however, conveys little of the warmth or character one might expect from a design and home company. This identity was created as a possible pitch to the company.

The turtle icon was chosen to represent "home," as a turtle carries its home everywhere. Armstrong is known for their high quality wood floors and finishes, so the idea of "planks of wood" and colors from both wood floors and tortoise shells was used for the brand identity, creating a cohesive look while maintaining the clean professional image Armstrong currently employs.

Rockwell fits well as the new logo typeface, in part to keep the clean, contemporary lines and also because slab-serif ties in very well with wooden planks and tiles.