Graphic novels and logo design. Swindon gas engineer JR Heat needed a solution to that blended the personal with the corporate.
Every so often commercial and personal branding overlap. JR Heat is a reliable business started by James Ram that needed to develop a more commercial visual look, that didn’t lose the character of the founder.
The established logo was complex and relied on colour heavily to outline different areas of expertise. The objective of the new logo was to simplify and communicate the core proposition of: “No ordinary engineer”.
A common theme within the current mark was the idea of temperature. We stripped this back from a visual cue to a symbol: “ΔΤ”.
During the research I came across the measurement of delta t (ΔΤ) which represents the difference between two temperatures. For example: the difference between the average water temperature circulating in a central heating system and the ambient room temperature.
As a symbol it is literally a mark of difference that moves us away from common symbols used by competitors that feature flames and water. Conceptually it leans into that idea of precision as it is a measurement.
It’s simple, recognisable, and moves into the more corporate look that would suit commercial clients. Visually, it feels strong and confident with thick lines that suggest a sturdy reliability, three slashes nod to the claws of Wolverine, while rounded corners suggest wear and grit.
It’s a key anchor, but visual identities need more than rock solid logo design. Swindon has room for an engineer with a difference, and the visual identity needs to reflect this below the surface.
Based on comic book / graphic novel references we proposed Hepta Slab set in SemiBold for headlines. It has a technical / retro feel similar to a typeface used for titles in some of the comics and graphic novels I came across in the research phase of the project.
For body copy I suggest Articulat CF light weight. It offers great contrast and readability, with ten weights for variety. It is a modern typeface but looks back to classic mid-century styles.
Colours leaned towards warm tones and cooler greys which fit with the industrial sensibilities and the heating focus of the business, and echo the owners love of graphic novels, and their favourite character: Wolverine.
The whole look is brought together by visible, simple grid lines to give a structured, technical layout. It is reminiscent of the panels within a comic book.
