The Brand

At Elements each day is in some form or another an opportunity to further our purpose here on earth.  One cannot take it for granted and we know we are not necessarily in control of all outcomes. The icon of the tree rings is symbolic of our story.  Each ring is like another year in the life of Elements.  Every ring is uniquely its own and there will never be two years exactly alike.  

As we seek growth we need to strengthen our roots and feed from new relationships, projects, and people in order to add more years to our story.  The tree is imperfect.  Elements is imperfect.  It is through humility, determination and a concentrated effort to fulfill our purpose that we continue to grow as an organization.  

Growth rings through many years symbolize strength and fortitude.  Elements is in business to be sustainably great at what we do.  In order to do so we must build on our experiences and let our story teach us to be great.

Geographically, the tree ring connects Elements to its roots in the Pacific Northwest. Even more specifically, Elements is a general contracting company and wood itself is an essential material.  

Given the strong sensitivity Elements has to its Culture, the circular shape signifies connectivity, community, & trust.

In summary, Elements could have designed a static icon much like many other companies do.  An icon that simply looks classy, sharp or significant does not necessarily emote the core of who Elements is.  If we do our job and maintain our relationship centric model, we are more accurately depicted by an icon with more natural and emotionally charged meaning.