Rebuilding Canyon Fireplace

Canyon Fireplace asked Gridnik to help reinvent their identity from the ground up. Their initial mark lacked the company’s sense of innovation in fireplace design but also felt dated. After speaking with owner, Rob Lewis, and doing extensive research, we quickly discovered that fireplaces are no longer as “boring” as they once were but are now almost a fashion statement as new construction gives each home in Southern California multiple fireplaces. Multiple fireplaces? In sunny Southern California, that’s insane! Gone are the days of traditional brick and mortar fireplaces and in place is something much more contemporary and advanced.

Once we got past our initial hump of research, we found that these new line of fireplaces are incredibly cool, luxurious, and at the same time even inviting. With a flick of a switch or a remote, you can have almost any type of flame under your control; thermostat and timer functions, different burn patterns, as well as additional lighting to illuminate the inside of your fireplace are just a few features we found.

All of this information helped us produce a new image for Canyon Fireplace. For the design, we decided on something that felt contemporary and innovative, but at the same time inviting. We ditched pretty much everything from the old look, but decided that a new tagline and flame illustration would help keep cohesiveness.

The old logo and site.

The old design had too many things going on from the drop shadow to the standard “Lithos Black” font. It was too busy for a company that had so much ingenuity. Almost everything had to go.

The newly designed logo and site.

After various explorations in font choices, we decided to create the logo from scratch based on a grid system. We made subtle changes to each letter making sure they all integrated nicely in spacing and continuity. Thickness is consistent upon each letter keeping a geometric design within our grid system while integrating cut angles on certain letters for added detail and giving us that “cutting-edge” persona that Canyon Fireplace is known for. “Leaders in innovation and design” felt like a proper message for Canyon Fireplace and we chose Avenir as the font to match our new design.

After client approval on the new logo, Canyon Fireplace had also asked us to create a new site to represent their work and business model. We gladly accepted.