Project Overview
Touchstone Facility Group (formally known as Advanced Building Maintenance) is a well-established, family-owned janitorial business with more than 25 years of experience servicing corporate offices in the San Jose area. When I first met the founders, they shared their journey of working with many designers in the past, yet never quite finding the perfect logo.
They were very clear on not wanting a illustrated logo of a mop or cleaning items of any kind. They wanted something sophisticated, clean, professional, friendly and modern. I was excited to take on the challenge and create a logo they absolutely loved, one that even their friends and family gave a thumbs-up to. Check out the start of Touchstone Facility Group's exciting new chapter below!
Client
Touchstone Facility Group
Project
Brand Refresh
Role
Brand Designer
Year
2024
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Establish a brand identity that is clean, modern, and possesses the sophistication to attract corporate clients while remaining accessible to small businesses.
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Create a unique brand identity that moves beyond typical cleaning-related imagery and iconography.
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Thanks to a new brand identity and an updated website, potential customers can now readily explore Touchstone Facility Group and the services they provide.
The art of wordplay
Inspired by the word "Touchstone," my initial concept for the logo involved the creation of simple, touching stone shapes. I believed that a minimalist approach could be effective, so I began exploring how to integrate these elements within the wordmark.
The letter "o" in "Stone" naturally lent itself to this concept, providing an ideal space to visually represent the two stones coming together.
