PAVING THE WAY
FOR A NEW
HARDSCAPES BRAND

LOGO DESIGN FOR ARTERRA PORCELAIN PAVERS

After Porchlight did months of research on the overall hardscapes category within the retail landscape, M S International then wanted us to take it a step further and create the logo for their yet-to-be-launched porcelain pavers brand Arterra.

Our first round of three concepts played off the paver’s square shape, an “A” in a square tile and an “A” in a tile pathway/walkway format. M S International really liked both the “A” in a square tile as well as the pathway/walkway idea. But they wanted to see the latter idea with the original rigid, square-edged “A” compared to a softer, round-edged “A”.

In the end, M S International went with the softer, round-edged “A” version. Both designs had their merits, but there’s no doubt the chosen version plays a bit more to the decorative and high-end side of hardscapes instead of the everyday, commodity-type pavers.

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT

M S International, Inc. decided on a logo that could stand on its own in the ultra-competitive hardscapes arena, or be integrated with the M S International logo in a combined lockup for an even stronger brand presence.