Brand identity and brand applications design for a cleaning company, 2D Complete Cleaning, operating in Devon. The work included logo design, business cards, postcards, uniforms and van graphics and the website. I also built a sister site, 2D Holiday Property, for the property management branch of the business.
To stand out from all the DIY carpet cleaning options on the market place, the brand has been designed to feel clean, clinical and scientific. Curiously, the company name – 2D – was a reference to a tattoo on the owner’s arm of two doves and had nothing to do with carpets or cleaning. Making use of the similarity to a chemical formula such as O2, the logo concept took inspiration from the use of chemistry and science in cleaning. This was done by using the name 2D in a similar way to how chemical formulas are written – small number, large letter, but with different positioning (a superscript rather than subscript number before the letter). The squares of the logo are a reference to the coloured boxes of the periodic table, using another visual link to the science involved in cleaning. The overall aim was to give an impression of the underlying science behind professional cleaning. Whilst anyone can hire a machine to clean their carpets themselves, it is actually a job best left to a trained professional who understands the multitude of possible reactions and results when different kinds of stains, fabrics and cleaning solutions are combined.
I built the website in WordPress, using a fully customisable theme which allows complete control over the layout and design of the site. The client was keen to make use of icons to represent the different cleaning services on offer, so I designed a set of icons, using the existing brand colours and an illustrative style that fitted with the other brand elements. Each icon was created in each of the three main brand colours, to give a variety of colour options. The website is fully responsive, so users can easily use it on desktop, tablet or smartphones. The icons provide a quick way of showing the range of services on offer, and give the whole site a more personal and bespoke feel than simply using stock imagery would have done.
2D Holiday Property
In addition to the 2D Cleaning Company branding and website, I have also created a sister site for the Holiday Property Management side of the business. The website is a simple introduction to the management services that 2D offer, many of which tie in with the cleaning side of the business. The branding for 2D Holiday Property uses a change of just two colours to differentiate it from the cleaning company, but all other elements remain the same.