Identity >
Materials

P.A.L.S. also describes the
relationship between the owners of this company. They wanted
an identity that would appeal
to their “hip” urban clientele.
Orange was chosen because of
its bright and energetic qualities, and because it stands out
from the competition. The logo shows the Chicago skyline as
interlocking shapes with one occupied apartment. The tagline
“realizing your vision of home” reinforces the commitment to
their client’s desires.