Following the renovation of their facilities, the owners of Modell Funeral Home decided it was also time to bring their brand identity up to date. Established in 1955, the family-owned business required a modernized aesthetic that honored its legacy while establishing a cohesive visual connection to its updated interiors. The client's mandate was threefold: integrate a tree of life concept, reference the heritage of the original 1955 mark, and align the brand identity with the architectural direction of the newly renovated space.

To resolve these requirements, the design refresh balances tradition with modern sensibility. The updated logo introduces a refined, contemporary serif logotype featuring subtle typographic nods to the original blackletter script, shedding the outdated Gothic aesthetic of the former identity without severing its historical ties.

The color palette centers on soft blue tones directly sampled from the new interior scheme, creating immediate visual continuity across physical and digital assets. The secondary symbol—a stylized tree featuring young, budding leaves—shifts the visual narrative toward a celebration of life, echoing a custom sculpture positioned above the foyer fireplace.

The finalized brand identity was deployed across a full suite of touchpoints, including stationery, business cards, and custom exterior signage built using reclaimed stone from the facility's façade renovation. The result is an identity that resolves the original brief: it retains recognizable connections to Modell’s history, incorporates the tree of life and interior design, and replaces the dated Gothic appearance with a softer, contemporary system that better reflects the funeral home today.