This design project was completed for Ingalls & Associates, a New York-based consulting, surveying, and engineering firm, established more than 20 years ago.
Jacqueline Ingalls asked me to redesign their wordmark, and to provide accompanying stationery (letterhead and business card design).
The old brand identity had been in place for approximately seven years. Jacqueline said she was unconvinced about the new design showing ‘Ingalls & Associates LLP’. Using only ‘Ingalls’ was an idea I endorsed, believing it to be more succinct and memorable.
Jacqueline requested a modern design — clean, legible and ‘to the point’.
Brainstorming and sketches
The second of the two ‘L’s is elongated to give a sense of upward movement, growth, and construction. The idea is based upon the positive connotations derived from an upwardly mobile firm…
— urban sites being developed from the ground up
— permit applications being given the go-ahead
The typeface used is ‘Hoefler Text Black italic’ — a well-crafted design from Hoefler & Frere-Jones.
Keywords: positive, clear, human, growing
In contrast to the friendlier tone of option #1, this wordmark is custom-made, rigid and solid in appearance.
The differing angular forms, with ample spacing in between, relate to today’s meticulously planned urban landscapes and the precision with which their design is carried out.
Keywords: precise, solid, bold, unique, modern, clean
“I wouldn’t change a thing. We love it!
“I am not often happy with others ideas. I can always find a list of items I would change in order to make it right, and often have to accept something less. I certainly do not feel that way within this experience. This has been most pleasurable! Thank you.”
— JACQUELINE INGALLS, INGALLS & ASSOCIATES