Case Study: Hurst Capital logo

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Background: Hurst Capital is a trio of real estate companies owned by Jane Marie Hurst in Marble Falls, Texas. Hurst Capital Investments, LLC, Hurst Capital Improvements, Inc., and Hurst Capital Realty, LLC, deal in real estate investments, management, and sales and leasing, respectively.

Objective: To design a unifying logo mark using the initials “HC” that would serve as the identity for all three Hurst Capital companies.

Method: I started by drawing many different ideas for how to position the “H” and “C” together in the logo.

From these, I selected the four concepts that would best represent Hurst Capital, and then began to create rough drafts of each.

It was the first concept, featuring “HC” sitting atop a triangular checkmark shape, that Ms. Hurst chose to proceed with.

After a few revisions, I evolved it into something with a bit more flourish ‒ exactly what Ms. Hurst was looking for.

For the final logo, we settled on a color combination of blue, gold, and gray, with “Hurst Capital” in the same script font as the logo mark, and the rest of the company name below it in block letters.

Result: A consistent identity for all three Hurst Capital companies, with a hint of flair to fit this woman-owned real estate business.

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About Barbara Austin

As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!

{ 1 comment… add one }
  • Jane Marie Hurst March 13, 2013, 2:38 pm

    Barbara did a fantastic job of identifing how I wanted the company image & brand to be presented and was easy to work with. I would and will recommend her for future graphic design!

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