Cutting Edge Contracting
— ROLE
Art Direction
Graphic Design
Branding
Cutting Edge Contracting is a homebuilding service that wanted a logo refresh, and told me they wanted to use the cutting blade of a bulldozer for the main part of the logo. I offered a few potential directions to go in, and that helped us set our course.
I wanted the logo to have a dramatic black point, as I feel like that style of shading has a sharpened look to it, which would help embody the company name of Cutting Edge. I also chose to have a fisheye perspective on the blade to give it a unique look, and make it feel like it was coming at the viewer. I chose a typeface with sharp edges and serifs to tie into the edges of the blade as part of the finishing touches.
