Lifespan Deck BrandingMy approach to a new logo design for an innovative product.
Lifespan Deck is a product created by The Steel Network. It is a steel framed deck that takes the place of wood. Steel is stronger, does not burn or rot, and is not susceptible to pests… as you can imagine, the natural qualities of steel allow it to last far longer with far less maintenance.
After my original sketches, the Lifespan logo metamorphosed throughout the design phase. Below you will find samples from this portion of the creative process. I helped with the creation of the website too, so if you want to learn more about this innovative product take a look at www.lifespandeck.com.
Steel is perceived as cold, hard, and razor-sharp, traits I wanted to circumvent through my logo design. For this purpose I employed a curvaceous design full of smooth, rounded touches. Furthermore, I wanted the logo to be able to stand out when placed in marketing materials that I anticipated would include many straight lines, another feature of steel components.
This is a marketing video I produced and edited for use on the Lifespan website.