A fast-growing company gets a fresh start.
A mainstay of Eastern North Carolina, Absolute Pavement Services (APS) provides asphalt installation, repair, line striping, and more to businesses large and small.
In response to the company's exponential growth, we were tasked with refreshing APS' brand to better represent it in the marketplace.
A giant step forward.
Although the existing logo served the company well in its infancy, the time had come to bring the brand forward in a clean, fresh, and dynamic way
As per the design brief, we created a mark that has an icon with layers of meaning: abstract street lines converge to meet a "north star" element (to convey an "absolute" or "true north" goal of service), while the entire icon is in itself an deconstructed "A".
Strong, impactful branding.
The logo was just the starting point. Using this new brand as a cornerstone, we appropriated the identity and its elements across a range of applications, from vehicle graphics, to employee gear, and safety equipment such as hard hats and neck gaiters. All of this provides a cohesive brand message of trust, stability, and reliability that is instantly recognizable.