When Gross Electric, a beloved, family-owned electrical supply house established in 1910, decided to create a separate residential business, we jumped in to lend our design experience and insight. A few other agencies provided logo and identity concepts that weren’t quite meeting the mark, and with our first set of sketches, we managed to hit the bullseye.

The final logo uses an elegant, sans-serif typeface to echo handmade calligraphic characters, creating an instantly recognizable signet that translates beautifully across platforms. We furthered the flexibility of the identity system, creating seasonal color palettes, three pattern repeats, and a visual brand guide to ensure the first expressions in the public eye are memorable, polished, and instantly recognizable.

Our engagement with both this new arm and the existing electrical supply company is ongoing, and we’re looking forward to even more exciting developments as we refine the electrical supply brand, craft new expressions, and push their new showroom environments to become truly best in class.