SC&R / eGlass Railing United Logo/Brand
Creative Direction, Art Direction, Design
SC&R (also known as Stainless Cable & Railing) and eGlass Railing are two long established brands that exist under the same umbrella company. SC&R sells custom stainless cable railing systems, while eGlass sells custom glass railing systems.
I was approached by the General Manager of SC&R to create a combined unified logo for an upcoming SC&R/eGlass catalog and a possible website merger down the road.
What Was Needed
I was asked to create a logo/brandmark that unifies two established brands—SC&R Stainless Cable & Railing and eGlass Railings. The logo should incorporate and combine design elements and brand colors of the two brands. The logo should bring the brands together in a seamless, natural and cohesive way.
First Pass
The only direction I was given by leadership was to transform the eGlass logo so that it looks more like SC&R with the orange and gray railing graphics but in the eGlass dark gray and blue color palette and the railing graphics made to look like a glass railing.
While I liked the idea of the glass graphic looking similar to cable graphic in the SC&R logo, the logo didn’t appear to be unified at all, just a new eGlass logo pushed next to the SC&R logo. The logos read as two separate logos next to each other.
Another problem I had with the first pass was that stripping the words, “Stainless Cable & Railing” from SC&R, made it difficult to know what SC&R specializes in.
Final Logo Recommendation
Inspired by SC&R customer’s custom deck that utilized both glass and cable infills, I decided to try putting the railing graphics together as if it was one continuous railing. The results worked really well to combine these two established brand logos and leadership approved two versions of the logo—a horizontal version along with a more vertical version to allow for some future design flexibility.
