Two of these logos were the result of a company rebranding, and two represent the creation of new entities. Waypoint Homes decided to rework the brand in a big way, and I delivered several concepts for the executive team to consider. The final selection gave the company a cleaner, friendlier, more modern look, and a higher degree of visibility for signage and other branding efforts. Notice that the “H” creates a doorway below the roofs.
The Monvera logo is meant to inspire allure and attraction. The company specializes in glass bottle labels for the wine, spirits and speciality foods industries, and wanted to convey a sense of style. I came up with the name as an homage to the former name (Monarch Studios) and a soft play on the word “versatile”.
The Peralta Heritage Group was an organization that never took shape – but the concept was rooted in preserving Oakland’s rich history and culture. The logo draws inspiration from the unique contours and converging lines of a fingerprint, similar to the landscapes and culture of Oakland itself. The color was inspired from a bit of wisdom imparted by Luis María Peralta to his sons: “The land is our gold.”
Starwood Waypoint Residential Trust is a public REIT formed a few months after Waypoint Homes was acquired by Starwood Capital Group. The concept drew together the sharp, angular geometry of both the “star” from the Starwood logo, and the “compass” from the former Waypoint logo, creating two halves of a roof coming together. That roof concept, which was revisited in the Waypoint Homes rebranding mentioned above, is meant to evoke upward momentum.