The first part of our brand work was a naming modification and updating the logo mark to reflect the change—from "Kermans Fine Flooring" to "Kermans Flooring". The change was two-fold. First, the simpler name, even to just "Kermans", was more modern and easier to remember. Second, the logo mark and name together was difficult to read at small sizes. We were able to keep the established overall look/shape as well as the colors. We focused on improving the usage and community recognition.
We also worked to develop a tagline to communicate the unique advantage that Kermans offers its buyers. The concept was not new but they struggled to communicate it clearly in the past. The finalized new message is simple and inclusive, allowing it to work with different customer demographics while still reinforcing Kermans' reputation for selling a wide variety of top of the line flooring options at unbelievably good prices.