I created this logo for BASF, the world’s leading chemical company. SKYTITE is one of the many product systems the BASF team has created over the last 150 years of chemistry proficiency. SKYTITE is a premium closed-cell, spray-applied polyurethane foam roofing system that provides sustainability, high-performance and low-maintenance at the lowest lifecycle cost. This material is suitable for both new construction and retrofit roofs for commercial buildings that offer industry-leading wind and hail resistance. The inspiration of this logo mark was drawn from the actual application and assembly of SKYTITE, this process of layering foam is represented visually in the arching intertwining mark. The design element also plays off the overarching layers reminiscent of a skyline or horizon that literally forms an arch over the design similar to a roof. The use of the green and blue colors were chosen from the BASF brand standard color palette to convey a fresh, clean, sustainable look that is reminiscent of the environment and sky.
Identity is more then just logo design it is about showing a message through custom designs that are reinforced by colors, style, and uniformity. Designing a brand identity is a very rewarding process, it takes consistency to be able to design an identity that conveys what a company is trying to communicate to their customer base and show what brand business values are.
One of my favorite ways to tell a story is through graphic illustrations. Whether I create it through traditional means or by digitally drawing on a computer, I find the use of illustrations powerful, because it allows me to convey a particular effect with a mix of colors, graphics and drawings.