CLIENT OVERVIEW
In 2005 MMi was hired to re-brand American Gas Log – manufacturer of hand-crafted gas log sets and accessories. The company had recently been acquired by an Atlanta entrepreneur and MMi was commissioned to update the company’s corporate and commercial look.
MMi initially designed a new corporate logo and its “Best Fire” log brand logo. These were applied to all corporate and product collateral. We then designed a series of single-page product brochures describing each log set, installation/instruction pamphlets for each log set, and an overview full-line brochure showing all the log sets and accessories manufactured by American Gas Log. We followed up with a website, video presentations and various specialty flyers and brochures.
American Gas Log has since added the sub-brand Patio Cuisine Elements – built-in outdoor grill components, along with designing and installing custom grill islands and outdoor fireplaces. MMi Creative designed the brand logo and marketing materials for this brand.
In 2008 American Gas Log acquired another company – Americast Architectural Stone. This company manufactures cast stone mantel surrounds. This is a sister company to American Gas Log. MMi was again commissioned to design and implement this company’s brand. Included in this project were logo, flyers, brochure and website.
SCOPE OF WORK
IDENTITY DESIGN
WEB DESIGN
PRINT DESIGN
We initially presented a number of design styles and ideas to the client for consideration.
Through the initial design process, we decided to combine the text style from one design with the fireplace motif from another design.
We further refined the resulting combined logo by giving the fireplace motif a curved top to reinforce the idea of a fireplace.
The final logo was rendered in traditional wood/fire colors of browns and oranges. The logo was designed as a vertical “square” version and a horizontal version for format versatility. The final formats included a 2-color and a 4-color version.
A simple logo using wood cut-style text was designed for the gas log sets’ BEST FIRE brand identity.
The company introduced a new brand of outdoor grill components and custom grill island construction called Patio Cuisine Elements. MMi Followed the same design protocol of presenting a number of initial ideas for consideration with the final logo again being a collaboration of a couple of these initial ideas.
This logo needed to have a simple design since it would need to be made into a cast metal logo plate for the outside of the main grill components. The final logo included just the “PCE” initials so that it could be used with or without the full brand name.
When AGL acquired Americast Architectural Stone they decided to present it as a completely separate company rather that a sub-brand of American Gas Log.
