For this project, candid concepted several name and brand elements to bring five current companies under one growing holding company brand. The name was taken from the town in Germany where the owners’ family came from – Erlen. For the design, the mark represents pillars in the underground, upward movement and a nod to the Alder tree (what Erlen means in German). The color palette is a collection of tinted neutrals with a pop of green. It was important to keep the colors tied back to nature with the origins of the company.
art direction branding copywriting design website