Garcia Electric
Garcia Electric provides fast, reliable residential and commercial electrical services across Austin and the surrounding counties.
With years of hands-on experience, the owner works directly with clients and job sites, offering on-call service and efficient solutions for homes and businesses throughout the local area.
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Tasked with designing a logo and brand identity for Garcia Electric that captured its efficiency and quick pace job. In addition,
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By giving the logo a sharp look and robust feel, and creating a design system to around out the style into company merchandise.
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Brand Identity System, Custom Icons, Branded Merchandise, Logo Design Brand Guidelines
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The target audience primarily homeowners, contractors, and small business owners in Austin and surrounding counties who need fast, dependable electrical services.
This includes both residential clients needing repairs or installations, as well as commercial clients looking for reliable on-call support for job sites.
Discovery
Since the project was inspired by a well-known electrical brand, I started with a clear visual direction in mind. This mood board helped me explore ways to incorporate lightning bolt elements into or around the typography while staying original. I gathered inspiration from bold type styles, energetic iconography, and tool-related imagery to develop a look that feels powerful, fast, and grounded in the trades.
Sketch Process
In the sketching phase, I focused on honing a single typographic style that felt strong and energetic. Rather than exploring a wide range of fonts, I refined the look through subtle variations—adjusting spacing, angle, and shape to build consistency. I also experimented with incorporating lightning bolt elements into key letters, like the "G" and "L," to emphasize the electric theme. These sketches helped shape a clear visual direction before moving into the digital phase.
Logo Drafts
Throughout the logo design process, I explored many iterations to find the right balance of originality and clarity. I started by "Frankensteining" type—mixing and mashing different fonts and letterforms to see what combinations could work. Early versions experimented with placing the lightning bolt inside the "G," but it didn’t communicate clearly. I then tried placing the lightning underneath the text, inspired by a well-known brand, but it started looking too similar. To move away from that, I adjusted several letterforms and added a plug icon combined with a lightning bolt. This final touch helped reinforce the brand’s electrical identity in a more distinct and recognizable log for the business.
Variation 1
Variation 2
Variation 3
Variation 4
Final Logo Design
The final logo for Garcia Electric communicates fast, reliable service through a bold lightning bolt that points upwards symbolizing energy, progress, and positive direction. I incorporated a plug icon to clearly signal the business’s focus on electrical work, making the logo immediately recognizable.
To further distinguish the brand and avoid any association with larger companies, I customized the letterforms, modifying the “G” and rounding certain characters to ensure the identity feels unique and stands confidently on its own.
Mockups
This project pushed me outside of my comfort zone, especially when it came to creating a logo rooted in typography—something I don’t usually focus on. It also challenged me to design for a type of business that was unfamiliar at first. What really helped was talking directly with the owner who gave me insight into how he works and how he wanted to be represented.