Project Brief
A set of logos for each of Bartco Lighting's fixture series.
Concept
Bartco Lighting has many different series and classifications for their products. For the logos, they wanted clean, modern designs to match the clean, modern aesthetic of their fixtures. The Bartco brand also has a strong connection to SoCal beach culture, being located in Huntington Beach, CA. Many of the product names relate to the ocean and surfing and they wanted the series branding to reflect that as well.
Another consideration to take was the legibility of the logos. The logos would be seen most commonly on the cut sheets, at a width of about one inch. They would need to be readable at a small size and also look cohesive when viewed together.
Bodhi is the bread and butter of the Bartco Lighting fixtures. It is the most popular series and is characterized by a simple, versatile profile. The name is also a reference to the character Bodhi from the 1991 movie "Point Break." BLT and Wake are companions to the Bodhi series and the logos needed to reflect that. They are often bought together. I chose a bold and playful font for the three logos to tie them all together visually.
QuickShip is a program that offers certain fixture configurations at lower price points and faster lead times than the average. Normally, fixtures are built to order because they have so many customization options. By limiting the number of options, QuickShip fixtures can be assembled and shipped much quicker.
The 7-day guarantee is featured in the logo and the clock icon emphasizes the speed of production.
The Chill series features light fixtures that have acoustic dampening properties. The ripples in the logo evoke the image of a calm body of water and a sense of peace and quiet.
The Controls Capable category refers to fixtures with optional embedded controls. The icon shows two controls communicating with each other remotely, the same way the controls would function in an installation.
The "C" in the Cove logo mimics the shape of the adjustable lens in the fixture. The name "cove" relates to the ocean and is also a well-known type of linear light fixture.
The FauxReal series features light fixtures with printed, faux wood textures and fixtures with real wood and steel cladding. The bars on the sides of the logo represent the fixture cladding. The "Faux" and "Real" logos are also used independently when referencing their respective fixtures.
The Fractalz series is made up of multidirectional fixtures that jut out into the installed space. The shapes of the letterforms in the logo are designed to mimic the angles of the fixtures.
The Grom fixtures have a much smaller profile than what's typical of linear light fixtures, the smallest profile being 1-1/8" square. The size of the "O" in the logo was made smaller to emphasize this. The word "grom" is also a slang term for a young and inexperienced surfer, bringing back the image of something small.
The Inwall fixture is a light fixture that mounts flush into drywall. The green shape in the logo is meant to represent the fixture, set flush into the letterforms around it.
The Radical fixture is unusual because it is a "plug-and-play" fixture that can be installed much quicker than other fixtures. The logo is simple and bold to reflect that.
The Secret Menu series is made up of select fixtures that were once only available as custom fixtures. The name is a reference to secret menus often available at restaurants, and the logo is inspired by a vintage diner logo. The pier in Huntington Beach was once home to a diner at the end of it, and it was an iconic part of the city. The diner has since been replaced with a different restaurant, but the image still remains.
Swell is a series of light fixtures focused around wellness. It consists of fixtures that use specific "blue sky" light wavelengths that can help improve sleeping patterns and general health and well-being. The name relates to the calming swell of a wave. The blue wave shape also highlights the "well" part of the logo.
The Tubular series consists of light fixtures with a circular profile. The logo is rounded and more playful than most of the others, reflecting the surfer slang used in the name.
The Wedge fixtures are corner mounted fixtures that are "wedged" into the corner of a wall or ceiling. The "D" in the logo mimics the shape of the fixtures, half being a lens and the other half being mounted to a surface. The Wedge is also a famous surf spot located in Newport Beach, CA.
The Yox fixture is a multidirectional light fixture that can be made into a variety of rectangular and hexagonal shapes. The logo is made up of shapes that can all be made with the Yox fixtures.