Option
2
Round
1
About the Brand
Badenhorst Plumbing is a 148-year-old institution currently evolving into a modern industry titan. Operating at the intersection of The Sage (historical authority) and The Hero (disciplined precision), the brand delivers "premium relief" to the elite tier. We don't just fix infrastructure; we provide the absolute peace of mind that only a century and a half of institutional knowledge can offer.
The Target Audience
Our clients are high-net-worth Property Developers and Luxury Homeowners who view their assets as legacies. They are "battle-weary" from industry mediocrity—frustrated by disappearing contractors and "dirty handoffs." They aren’t looking for a vendor; they are looking for a peer-level partner who values timeliness, clinical cleanliness, and transparent, high-end pricing.
tHE gOAL
The visual identity must bridge the gap between 1878 heritage and modern minimalism.
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo features the curves of a B with thick horizontal lines running over it in the negative space. The horizontal lines create a sense of calmness and movement, which emphasizes the brand's confidence to provide peace of mind.
Typography
The pairing of Cinzel Bold and Poppins Regular creates a sophisticated 'Legacy Modernized' aesthetic that bridges the gap between historical authority and contemporary efficiency. This typographic balance ensures the brand feels both deeply established and perfectly adapted for modern, high-stakes infrastructure projects
Primary Typeface
Cinzel Bold
About the Font
Rooted in classical Roman inscriptions, this typeface embodies the 'Sage' archetype by instantly communicating a 150-year legacy of institutional authority. It creates an impression of timeless prestige and architectural stability, distancing the brand from blue-collar tropes and aligning it with high-end luxury firms. As a heading typeface, its flared serifs and stone-carved aesthetic serve as powerful social proof of the brand’s 1878 origins.
Secondary Typeface
Poppins Regular
About the Font
This geometric sans-serif offers a clean, mathematical precision that brings a necessary 'Heroic' modernity to the brand’s visual identity. Its circular forms and open counters create a welcoming yet highly disciplined impression, mirroring the 'white-glove' finish expected by high-net-worth clients. It is exceptionally effective for subheadings and body text, providing the functional clarity and technical sophistication required for executive-grade documentation.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette is highly acceptable for the Badenhorst brand as it replaces common plumbing clichés with a sophisticated, architectural aesthetic. The deep navy and slate tones honor the 1878 legacy and 'Sage' archetype, while the muted teal and bronze-tinged tertiary provide a modern, high-end distinction that resonates with property developers and the 9/10 luxury positioning.
Primary Colour
Heritage Teal
This colour balances the refreshing nature of water with the structural stability of oxidized copper, signaling both technical expertise and a calm, clinical approach to problem-solving.
Secondary Colour
Institutional Navy
Evoking the depth of a 150-year legacy, this shade communicates absolute trust, authority, and the disciplined professionalism of the Hero archetype.
Tertiary Colour
Legacy Bronze
This earth-toned neutral suggests raw materials and site logistics, grounding the brand in the tactile reality of high-stakes construction and historical architecture.
Light Colour
Glacier Mist
This cool, clean light tone represents the 'white-glove' finish and the absolute cleanliness promised in the Badenhorst experience.
Dark Colour
Midnight Obsidian
A colour of absolute power and precision, it provides the necessary weight to the visual identity, ensuring the brand feels like a dominant industry titan.
Text Colour
Slate Professional
This sophisticated grey replaces harsh blacks to maintain a high-end, architectural feel that ensures readability and a sense of calm reliability.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
