Mediterraneo’s partners felt their name pigeon-holed them as builders specializing in Mediterranean-style home design and construction. For this reason they wanted to abandon it. Twenty years of equity in that name would have been a lot to sacrifice, so we advised them to keep the name but redesign the logo — a task which was overdue. We married “Mediterraneo” with a square field to emphasize the last three letters, “neo.” This combination is a visual / verbal reference to new spaces or new structures. We developed a color palette dominated by terra cotta and cement — two prominent colors in California construction, and shot gritty photography depicting their crews hard at work, and architectural-style imagery of their projects.