The document describes the evolution of a logo design for a construction company called Unified Building Concepts. The initial logo concepts incorporated elements from historical New York City architecture, but the client requested changes. After several rounds of revisions incorporating the client's feedback, a final logo was chosen and applied to business cards and letterhead. The logo design process ensured the logo reflected the company's focus on detail-oriented craftsmanship while establishing a contemporary brand identity.

1. EVOLUTION
of a logo
Client: Joshua Mandel, Unified Building Concepts
Business: High-end construction/renovations
Identity: Currently client uses a basic type-treatment of the company
name, using a dated, 1908s style font
What sets this company apart:
Unified specializes in high-end work, including custom tiling and
cabinetry, and other work entailing intensive attention to detail.
Projected logo:
Design should be contemporary but reflect an artisan’s approach to
detail, and should establish a strong corporate identity. Logo should
reference historical New York City architecture.
Mission:
Logo design should reflect an urban sophistication as well as reference
historical source material. Creating an image which incorporates
old-style typography will express Joshua’s “old school” approach to
labor-intensive, detail-oriented quality work.

2. Initial Comps
Research:
Source material for logo design came from a variety of urban
signage: engraved building plaques from the 1890s, turn-of-
the-century advertising ephemera, painted advertising murals
from the 1930s and 1940s, and art deco lettering. Logo should
incorporate a contemporary font to bring the image up to date.
UNIFIED
Building Concepts
Logotype comp 1
Logotype comp 2a
BUILDING CONCEPTS
Logotype comp 2b
Logotype comp 3a
Logotype comp 3b
Logotype comp 3c

3. NIFIE
UBUILDING CONCEPTS D
Logotype comp 4
UNIFIED
BUILDING • CONCEPTS
Logotype comp 5
UNIFIED
BUILDING CONCEPTS
Logotype comp 6
UNIFIED BUILDING
CONCEPTS
Logotype comp 7
UNIFIED BUILDING
CONCEPTS
Logotype comp 7b

4. Chosen Comp:
NIFIE
UBUILDING CONCEPTS D
Edits:
Joshua requested that we incorporate a frieze element,
similar to what one would see on cast-iron building
facades in Soho. The color palette is narrowed to cop-
per browns, earthy greens, and soft purple. Joshua also
requested that we investigate a bolder, broader second-
ary font for “Building Concepts”.
First revision:
UBUILDING CONCEPTS D UNIFIED
NIFIE BUILDING CONCEPTS
PMS 4715 / PMS 5825
PMS 4725 / PMS 5825
UNIFIED BUILDING CONCEPTS
NIFIE
UBUILDING CONCEPTS D
PMS 4715 / PMS 5825
PMS 4705 / PMS 5825
NIFIE
UBUILDING CONCEPTS D UBUILDING CONCEPTS D
NIFIE
PMS 668 / PMS 5855
PMS 725 / PMS 5855

5. Chosen first revision:
UNIFIED BUILDING CONCEPTS
Edits:
The font used in “Unified” resembles closely the font
used in “United”, as it appears on a dollar bill. Joshua
asked us to play with different color fill variations and
fonts to make the word more distinct, so that it would-
n’t read as “United”. We also tried different bottom
frieze elements.
Second revision:
UNIFIED S
B UILDING CONCEPT
BUILDING CONCEPTS UN I F I E D
BUILDING CONCEPTS

6. Chosen Second Revision:
UNIFIED BUILDING CONCEPTS
Edits:
Joshua selected a favorite among the second revisions
of the logo. However, he asked to see the all of the
second revisions with the green replaced by the soft
purple, and with the variations on the top element.
Third revision:
UNIFIED S
B UILDING CONCEPT
BUILDING CONCEPTS UN I F I E D
BUILDING CONCEPTS

7. Final logo!
After additional meetings, and revisions too numerous
to put here, the logo was applied to Joshua’s letterhead,
business card, and envelope. Black and white and web-
safe variations will be developed to be used on faxes,
photocopies, and an eventually online.
221 West 82nd Street Suite 14e
New York, New York 10024
Joshua Mandel | Founder
221 W. 82nd Str. Suite 14e New York, NY 10024
tel 917.597.8238 fax 212.496.0789
email JRM@UnifiedBuildingConcepts.com
Unified Building Concepts, Inc. 221 West 82nd Street #14e New York, New York 10024
tel 917.597.8238 fax 212.496.0789 email UBC@UnifiedBuildingConcepts.com