CONSUMERS Logo Revision

Refreshing Brand Identity While Maintaining Brand Loyalty & Recognition

Objective

We are looking to consolidate and modernize our logo branding for Consumers Kitchens & Baths.

One Logo, Our current use of two separate logos — one for “Consumers” (our well-known company name) and one for “Kitchens & Baths” (our stylized, trademarked product focus) — has created challenges:
- Modernize the look while maintaining strong brand recognition.
- It's difficult to use both logos together on small storefronts, signage, and digital assets due to space constraints.
- Each logo holds strong brand recognition, but using both can feel disjointed and inefficient.
Combine the strength of both logos into a unified, flexible design that:
- Preserves brand recognition,
- Highlights our exclusive focus on kitchens and baths,
- Is practical for both large and small format use.

Please keep these considerations in mind as you approach the redesign:

Unify “Consumers” and “Kitchens & Baths” into one cohesive mark.
- The final design should integrate both names so they can be used as a single logo in all scenarios.
- Avoid making them feel like two separate entities or stacked brands.
- Keep the words “Consumers Kitchens & Baths” prominent.
Retain iconic visual elements where possible:
- The bold “Consumers” typeface is well recognized in our market.
- The unique ampersand in “Kitchens & Baths” is part of our trademarked identity and should remain prominent.
- The tagline “our only business” is important and can be included in select versions or as a supporting lockup.
Avoid generic or abstract iconography.
- We are not a design studio or a generic home improvement store.
- Our focus is clear and specific — Kitchens and Baths only.
- The logo should reflect that specialty, not dilute it with vague symbols or unrelated imagery.
Make it scalable and flexible:
- The logo should work in both horizontal and vertical layouts.
- It must be legible and balanced whether used on a large building sign or a small digital ad.
Color can evolve, but contrast matters:
- We are open to refining the black/red/white scheme, but the new design must maintain strong visual contrast for readability on various backgrounds.