Where we started
The initial project spec was to simply ‘clean up’ McNulty Construction’s old logo. This is where we started from: A monographic serif derived word mark. Not terrible for a small construction company, but there was ample opportunity for improvement.
A couple of things we set out to do: Improve legiblity by undoing the overlaid type. The double M’s made the rest of the logo hard to read, and unless you knew that McNulty’s first name was Mike, having two M’s was confusing. So we got rid of them.