Long Builders identity

Thought I'd post a small branding project process. The company is Long Builders, building homes out of Rincon, GA since TR Long founded the company in 1950.
I started with a refresh of their mark and tried to solidify their brand. I used Franklin Gothic as a base and edited a few of the letterforms for a more stable and unique mark. From there I advanced the brand with some icons and selected a narrow color palette. 
The site's design is complete and passed along to the development team. I'll post when the site is live.


Final mark