GILK, formerly HGC, has rebranded to reflect its expanding market presence and evolving vision in the construction and design industry. Founded by former NFL player Garrett Gilkey and joined by Ryan Jensen, the company focuses on luxury residential and commercial construction. The name change and new identity bring a fresh, modern look while preserving the core values that have driven its success.
The previous logo was minimalist and formal, with a structured design emphasizing quality construction. The company name was enclosed in a simple frame, with straightforward typography and the word “BUILD” highlighted to reflect its expertise. While professional and reliable, the design lacked the dynamic energy to capture the company’s growth and ambition.
The new logo takes a bold step forward. The updated typography, with sharp angles and geometric lines, brings a modern and dynamic feel. It communicates architectural precision and creative innovation, highlighting the company’s commitment to pushing boundaries in design and construction. The removal of the frame symbolizes openness to new ideas and a desire to move beyond past limitations.
Inspired by the dovetail joint—an iconic symbol of fine carpentry—the emblem underscores the company’s dedication to precision and craftsmanship. The angles of the dovetail appear in the emblem and feature as a motif throughout the brand’s identity, creating a cohesive design language.
The black-and-white color scheme remains, preserving the professionalism and elegance of the previous brand, but the overall design now feels more energized and forward-thinking. Vibrant accents, such as arrow blocks, draw attention to key information in marketing materials, adding a creative touch that sets GILK apart from competitors.
This rebranding reflects the company’s intent to expand beyond its current markets while staying rooted in quality craftsmanship and innovation. The updated identity captures the company’s evolution, positioning it as a leader in luxury construction, design, and architecture, ready to meet the demands of a changing industry.