Floor Partners has been in business for several years, but was looking to grow their business larger than they have in the past. After talking to Brandwise they realized working on a logo would be part of the ongoing marketing work and a big part of laying the foundation for the future. The number one thing we tried to overcome was brand inconsistency.
In the past Floor Partners was called Floor Partners in design. Although they have a great interior designer on staff, the name is a little long. Brandwise offered the idea to shorten the name and focus the design elsewhere in their marketing. They also recently started using the name Abbey Carpet & Floor Partners. The problem here was they were lossing all brand awareness they may have built over the lifetime of the company. Abbey is a partner Floor Partners uses. It does make them unique in the industry, but it is not a good idea to lose the brand equity they have built already. This is why we went back to Floor Partners. Brandwise created a letter lock-up with an "F" and "P" to help build the awareness and memorability through an easy, bold symbol. In a previous logo they used square to represent tiles and we wanted to pick this up but simplify it to a single square.