Brand concept by One Trinity for GRASSA Construction For discussion, not an approved brand Back to the deck
GRASSAConstruction
Concept for discussion
Brand evolution

Keep what people know. Sharpen what it says.

An evolution, not a rupture: the G, the warm palette and the GRASSA name stay. The geometry, the type and the promise get clearer, so the brand reads as one dependable Texas general contractor.

Concept GRASSA mark: a square G in cream on burnt orange with a gold corner frame
Where the brand is today

A recognizable mark, with room to say more.

Current GRASSA Construction logo on a dark background No matter how big or small, GRASSA does it all...
Current logo and the tagline on grassaconstruction.com today. The logo line reads "Positively Impacting Lives and Communities".

What it does well

  • RecognitionA gold G in an orange square, a heavy name. Easy to spot on a truck or a sign.
  • EnergyWarm and direct. It reads as a company that shows up.

What it undersells

  • Structure"Does it all" signals breadth. Owners hiring for make-ready or a renovation look for focus.
  • Scale and clarityNothing in the mark or line points to a 1,000+ project record, and fine details soften at small sizes.
What the brand has earned, as stated on the current site
2017Founded in McKinney, TX
1,000+Projects completed
40+Industry collaborations
Positioning and promise

A contractor you can plan around.

For owners and property managers across North Texas, GRASSA is the dependable contractor for multifamily renovations, make-ready and commercial interiors, with clear communication and schedules that hold.

The promiseBuilt to deliver. Trusted to last.

Two short lines: the first is what we do on every job, the second is what the work earns over years.

Four services

What GRASSA leads with

Multifamily renovations

Interior and exterior programs for apartment communities.

Make-ready and unit turns

Vacant to rent-ready, with scope, schedule and photo record.

Commercial interiors

Commercial construction and interior work, one point of contact.

Property maintenance

Repairs and upkeep for owners who want one dependable team.

Four proofs

Why a client believes the promise

Clear communication

The status is never something you chase.

Reliable scheduling

Dates you can plan around, and notice before one moves.

Quality execution

Work walked and checked before it is called done.

Long-term relationships

The goal is the next project, not only this one.

Voice

Confident, reliable, experienced, responsive, professional

Do

  • Say what we will do and by when.
  • Name the scope, the date and the person.
  • Use the client's words: unit turn, punch list, walk-through.
  • Lead with the status, then the detail.

Don't

  • Claim "we do it all". Name what GRASSA does best.
  • Promise the cheapest or the fastest.
  • Use superlatives that a project record cannot show.
  • Sound casual about schedule, safety or money.
ConfidentReliableExperiencedResponsiveProfessionalNever cheapNever arrogant
Palette

The muted palette from the current logo, measured.

Hues taken from the logo on dark, with luminance adjusted until text passes. Semantic colors (done, waiting, risk) are a separate axis and never use the brand orange.

Burnt orange#B24A14Buttons, mark tile
Orange on dark#E07A3AAccents on charcoal
Warm gold#D8A62AFrame, highlight
Charcoal#121010Surfaces, wordmark
Paper#F7F3F0Page background
Ink#17120FBody text

Contrast, measured

WCAG ratios from the token values. Text needs 4.5:1, graphics 3:1.
5.41:1White on burnt orange
AaPasses text
8.50:1Gold on charcoal
AaPasses text
6.33:1Orange on charcoal
AaPasses text
4.90:1Burnt orange text on paper
AaPasses text

One honest finding: in the current logo, the gold G on orange measures 2.42:1. The concept mark turns the G cream on the same orange (5.29:1) and keeps the gold for the corner frame and the wordmark on charcoal.

Type pairing

Archivo for the name. Inter for reading.

Archivo · 600, 700, 800
Built to deliver. Trusted to last.
SemiboldBoldExtrabold
Inter · 400, 500, 600, 700

Unit 204 is scheduled for paint on Thursday and carpet on Friday. The walk photos and the estimate are in one place, and you can approve from your phone.

RegularMediumSemiboldBold
WeightArchivo's heavy weights carry the same confident feel as the current wordmark.
WidthWide, rectangular letters echo the square G and sit well tracked in CONSTRUCTION.
LegibilityInter stays clear in estimates, tables and the field app on a phone in sunlight.

Both families are open source (SIL OFL) and already used across the operations concept, so the brand and the product share one voice.

See it in use

See the concept in use.

Open the homepage conceptBack to the deckClient portal concept