A family owned and operated flooring company, Flooring 323 provides flooring services to both residential and commercial clients. The number “323” holds significant meaning in that it is a direct reference to Colossians 3:23 (“Whatever you do, work heartily, as for the Lord and not for men”), which also serves as the company’s mission statement as well.
Having recently rebranded the business, the owner contacted us to design a logo which would reflect the construction side of the business, but also reference the business’s religious mission statement as well. When beginning to concept Flooring 323’s logo, we decided to create a custom retro styled font face to reflect the traditional family owned and operated side of the company, while at the same time adding a subtle nod to its religious side as well. After a number of thumbnail sketches and, not to mention, creative dead ends I happened across a fairly unknown religious piece by Andy Warhol, during the latter part of his life/career.
Using the typography in Warhol’s “Repent and Sin No More” piece as an inspiration, the logo features a custom hand drawn typeface and a modified “F”, to create a religious subtext for the “323”. The end result, is an bold, retro styled logo with religious undertones. -jz