Behind the Design: Factory Finish

When the owner of Factory Finish contacted me about a logo for his paintless dent removal company, the only request he made was to avoid automobile imagery if possible. Because, if you Google "paintless dent removal," pretty much every company logo you see includes some variation of a car silhouette.

So I started sketching, playing around with the name "Factory Finish" and focusing on the letter "F." And after doing a little online research, I found a photo of the tools used in paintless dent removal, and I thought to myself "Hey, I see some letters!"

So the final logo includes a stylized "F" made from the shapes of the tools of the trade. It stands out from the pack of car-shaped competition, and the bold mark is going to make a strong impression on Factory Finish's customers.

New site is up and running!

Welcome to the newly redesigned Aesop Design Studio! I decided to give Squarespace a whirl to create a website that would not only be easier for me to update personally, but also be easier to view on a smartphone and include a blogging space. So far so good!

I'm not quite sure what I want this space to be about yet, but hopefully I can use it to feature some of my projects as well as introduce you to some other creative folks. Stay tuned...