Cheap Coal

We wanted to give this online coal and fuel retailer a modern style, and it felt right to use warm and bold colours, so we leaned towards the orange/red fire theme.

Although maybe a little obvious - and sometime ‘obvious’ just works! - the dark grey/black of coal also felt like a natural choice. So we played with various fonts and arrangements of these ingredients to create the concepts here.

Some of the fonts were a bit more ‘fun’ than people might be used to, so ultimately we think the right logo won in the end. A solid looking brand without being too ‘out there’, while still conveying warmth and modernism.