Client
JDL Electric Company, Inc.
A commercial electrical contracting company serving Baltimore and surrounding areas.

Audience
Property managers, construction companies and architecture firms.

Marketing/Business Objective
Create brand awareness and position JDL as a commercial electrical contracting company to help reduce residential inquiries.

Creative Strategy
We began sketching iconic symbols of electricity including lightbulbs, lightning bolts, outlets, etc. We felt the need to exhaust these options first primarily because although cliche and overused, they do quickly convey the concept of electricity. However our challenge was effectively position JDL as a commercial electrical contractor. Given their target audience, we determined that office buildings --something that could not be mistaken for a home -- in combination with the notion of light and dark (with versus without electricity) would be a good solution. Simplified buildings were then transformed into letterforms to reinforce the company name, JDL. A warm color palette of yellow and orange in stark contrast to a black background  further conveyed the importance of electricity. The logo, in combination with the newly crafted tagline, Don't leave your business in the dark successfully positions JDL in the proper light, no pun intended. 

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