"What's a pergola?"

"It's like window blinds, but for the sky."

“Righto!”

Solicanada approached us with a clear challenge: while their bioclimatic pergolas had evolved into some of the most refined on the market, but their branding hadn't kept up.

They felt their visual identity no longer reflected the quality, innovation, and design precision they’d come to be known for.

Our task was to craft a brand world that matched that elevated standard: simple, meaningful, and unmistakably iconic. In discovery (after a good laugh at the hubris of our concept), we arrived at a theme: Master the Sun.

The new identity needed to capture the poetic image at the heart of Solicanada’s mission; achieving control over sunlight with an effortless, modern elegance.

Reflecting on the idea of pergola slats blocking out the sun brought up those '80s sun logos we’ve all seen. The symbolism was appropriate, but we didn’t want “another one of those” (not to mention our purpose in this rebrand was to modernize, not go retro).

Nevertheless, fond of the core idea, I worked to add another layer of meaning. While doing research, I returned to the Apocalypse Now poster I know & love, and was captured once again by the broiling heat waves distorting the image of the sun; magical, like a mirage on the horizon. Applying this idea, linear pergola slats became waving lines, as if distorted by the hot summer air. This broke the logo free from the past while adding tasteful, elegant motion to a classic idea.

With this change, the negative space became a cool breeze blowing, while the positive space became animated like dancing flames.

A sunset-themed gradient of radiant orange & golden yellow was added to help the mark pop into a spherical appearance while evoking the notion of heat behind the slats.

The wordmark is based on Gotham, a modern & geometric typeface that fits the minimalistic, architectural polish of Solicanada’s product. Lightened of its crossbar, the “Ʌ” becomes an arrow pointing upwards to the sky; a roof under which to take shelter in the shade.

The geometric precision of the typeface & the flowing lines of the mark communicate a brand where structure meets sensation.