Make it stand out

What do you do with a perfectly good school bus? If you're Road Alchemy, you strip it down to the studs and rebuild it as a fully electric vehicle—one that carried a family of five on a cross-country trip without a drop of gasoline.

Road Alchemy converts gas-powered vehicles to electric, with a focus on larger builds where the transformation is most dramatic. Their current project is an International Scout—which, as it happens, has a certain history with Aria Creative.

Twenty years ago, during the pitch meeting for the Red Door Remodeling logo, owner Brian mentioned that an International Scout was his dream vehicle. Jen mentioned that her husband happened to be selling the one in their driveway. Brian bought it, and the two families have been close ever since—which is how Aria Creative became Road Alchemy's first call when the business was ready for a logo.

The logo reflects the business in a single mark: the Erlenmeyer flask implies the transformation, and the gold inside it forms the A in Alchemy—the result of the process, right there in the name. A road stripe cuts through the fill, tying the chemistry to the road without forcing the point.