Research

My initial research focused on understanding the fencing industry and the local market in Sydney. I explored competitor logos, colour schemes and visual elements commonly associated with fencing to identify how to make Aluminium Fencing Sydney’s logo unique and stand out from the competitors’ logos.

Concept development

After a thorough analysis, I generated several design concepts, each exploring different visual elements and typography. The concepts ranged from traditional to modern, experimenting with various symbols and icons associated with fencing, while incorporating a touch of Sydney’s iconic elements in some concepts.

Design direction

The chosen concept revolved around a sleek and stylised representation of an aluminium horizontal slat fence. The clean lines and geometric shapes conveyed a sense of precision and modernity.  It also cleverly symbolised 3 ticks. These ticks serve as powerful symbols, carrying multiple layers of meaning:

1. Quality assurance: Each tick represents a stamp of approval and quality assurance. The three ticks convey the message that Aluminium Fencing Sydney delivers fencing solutions of the highest standard. It assures customers that the materials and craftsmanship meet or exceed industry benchmarks.
   
   
2. Reliability: The trio of ticks also symbolises reliability. This communicates to clients that they can trust Aluminium Fencing Sydney for consistent and dependable services.
   
   
3. Completion and satisfaction: The three ticks can be seen as checkpoints or milestones, suggesting completion and satisfaction.

By ingeniously incorporating these three ticks into the design, the logo goes beyond being a visual representation of a fence. It becomes a powerful emblem that communicates the brand’s commitment to quality, reliability and customer satisfaction — key attributes that set Aluminium Fencing Sydney apart in the competitive fencing industry.

Colour palette

I opted for a classic and sophisticated combination of silver and black. This colour scheme exudes a sense of timelessness, strength and professionalism.

Silver symbolising the metallic nature of aluminium, conveys durability and modernity. It reflects the high-quality materials used by Aluminium Fencing Sydney, establishing trust in their products.

Black adding a touch of elegance, complements the silver tones, while emphasising the sleek and contemporary aspects of the logo. It also enhances readability and provides a strong contrast, ensuring the logo stands out effectively.

Typography

For the typography, I selected a simple, san serif font to enhance the contemporary feel of the logo. The clean lines and distinct letterforms ensured readability and added a touch of professionalism.

Final design

The final logo features a stylised aluminium horizontal slat fence panel, while the simple typography complements the icon, creating a balanced and visually appealing composition. The colour palette of black and silver adds a touch of sophistication.

Outcome

Aluminium Fencing Sydney was thrilled with the final logo, which successfully captured the essence of their brand. The logo was implemented across all brand collateral, from business cards, brochures and email signatures to website design, uniforms and signage, providing a cohesive and professional brand image. The distinctive design helped Aluminium Fencing Sydney stand out in the market, reinforcing their position as a top choice for aluminium fencing in Sydney.