The brief was something that exudes class and minimalism. A one-colour logo is where to start when that is asked. Logos should really only have 1 or 2 “tricks” or “things”, any more and you risk becoming instantly forgettable.
In this instance the tricks are the roof and the melded E and I. The font chosen was ornate and informs the viewer of the high-end credentials of the brand.
For a long while we discussed using the roof on the logo. Points were raised such as “do we need to inform the viewer that we are a building related company with the logo?” and “is there a need to be obvious?”. The customer decided they wanted the roof, i wasn’t so sure but ultimately decisions like this are fully down to you. I just advice and impart opinion.
