1:10:51 PM

Highland Custom Homes Logo

Occasionally I get the opportunity to do graphics. When that chance presents itself I use techniques similar to my architectural design process. While the disciplines of design are different, the principles are universal. The major difference between the logo and a building is that a logo is a singular composition, supporting itself without context. It has a graphic language instead of a materials language. It has form, both relative to the overarching whole and the disparate components. And perhaps most critical to a successful design composition, the logo can carry a communicative intent. Highland Custom Homes wanted there logo to embody the selling points of there company. The logo should be solid, able to stand on its own. The logo should be easy to relate to, which I translated as being easy to understand. The design should not be too complicated, but should not boring either. And finally, the logo should be adaptable.


The design I wanted to come up with would have to be more dynamic than a static design. The composition had to be malleable for a variety of uses, able to be presented in different ways using different fonts, color schemes, at different sizes and proportions. I found solace in the palindrome abbreviation of the company, HCH. Once the ‘C’ is made symmetrical, the ‘H’ characters’ horizontal bar can then be aligned to the opening of the ‘C’ character. The result is a cohesive scheme able to be used in all kinds of interesting ways. Currently the company uses a less curvy version of the logo, shown in the last image below.

 View: miscellaneous design work

The decorative articulation of the ‘H’ characters is really where the range of possibilities is best seen.

I presented this version of the HCH font, using characters similar to the products advertised in Apple commercials, to company heads for review.

An italicized Arial font was used for the current logo which appears on HCH letterhead, business cards, polo shirts, and construction drawings.