Logo Development



Whether you are a young family looking to build your first home, empty-nesters looking for an open concept ranch, or you are building your dream home with a specific style in mind, Aspen Homes, Inc. can create a plan that is customized to fit the vision of your new home. Every home should be designed around your personality and your lifestyle. Whether that is selecting the perfect countertop or finding a special lighting fixture, the Aspen team is dedicated to building a unique and customizable new home that you can be proud of for years to come.

Project Scope

In preparation for the 2016 MBA Parade of Homes, an event that features brand new model homes built by Southeast Wisconsin’s top homebuilders, Aspen Homes was looking to refresh and reposition their brand. In an effort to develop a refreshed “look and feel” for the Aspen brand, we held a strategy session with the team at Aspen to really hone in on their brand identity, the team’s personality, and organizational culture. Starting with the design of a refreshed logo and brand identity, we then translated that new look and feel across multiple brand elements including creative concepts for a website mockup, a sales folder with stepped sell sheet inserts, social media graphics, stationery, and business card designs.

Brand Identity

The team at Aspen Homes felt that the company’s brand identity had a classic but dated image and with the MBA Parade of Homes on the horizon, it was the perfect time to undergo a brand refresh.

Logo Concept

The goal of the logo was to keep the existing AH shape (which had brand equity within the building industry), while incorporating a more sophisticated, contemporary, streamlined style, and refreshed color palette. We presented eight potential options for the new logo.

Brand Standards

In addition to the logo, a new tagline, headline, and call to action, messaging was developed to translate across all aspects of the brand. Based on conversations stemming from the strategy session, the message needed to position Aspen as traditional, yet progressive and focused on the personal aspect of their homebuilding process.