Case Study

Crazy Mema’s Diner

This case study explores the design process behind Trans Canada Safety’s new visual identity.

Branding

01.

The Brief

Trans Canada Safety (TCS) needed a logo refresh. Their existing logo wasn’t ideal for large-scale printing and embroidery. More importantly, it didn’t reflect their unique selling points – national reach and client focus. I collaborated with TCS to create a new logo that better embodies their commitment to nationwide service and client satisfaction.

02.

Concept Creation

The maple leaf was a constant as I explored logo concepts for Trans Canada Safety. I then considered highlighting different aspects of their service: overall safety, fire safety specifically, or their nationwide reach.

First Digital Iterations

Font Choice

Sometimes, you stumble upon a font that just clicks with your design. Like a missing puzzle piece slotting into place, it feels like it was always meant to be there. That’s exactly what happened with Eras Bold in this design. The typeface evokes a sense of roads and travel to me, perfectly complementing the overall aesthetic.

Identity Colours

Sometimes, you stumble upon a font that just clicks with your design. Like a missing puzzle piece slotting into place, it feels like it was always meant to be there. That’s exactly what happened with Eras Bold in this design. The typeface evokes a sense of roads and travel to me, perfectly complementing the overall aesthetic.

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