dotcolm  vector graphics

Recline 

2020 

Identity system for Los Angeles-based real estate and property management company Recline.

I was initially approached by Recline to design an identity for a set of mailing and packaging products, but upon collaborating, this developed into a much greater identity system. The name Recline was meant to evoke a sense of relaxation and professionalism for their clients—building upon this, I asked for more keyword associations to create direction. We narrowed down on the words: industrial, modern, professional, simple, and upscale.

I drafted a variety of text-logo iterations and continued to research real estate and property management design aesthetics; it was important to understand competitor groups so we would not visually create something too similar to another company. The key was to also make sure the design was not too abstract so it could still easily be contextualized within the field of real estate.

The letterform of the ‘r’ is a readymade design element created when two posts on a traditional real estate yard sign intersect.  I worked with a typeface as a jumping-off point for custom lettering, but I started by abstracting the readymade ‘r’, and eventually created original letterforms for the entire text logo.

The design of the ‘r’ is modular in its inception; it forms the positive-space shapes of the ‘r’ and post beams as well as the negative-space shapes of a speech bubble or flag marker—fully adaptable for various use cases. I also created the slogan “We do more, so you can do more” to supplement the identity and philosophy of Recline.




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