1. First Things First

Before we start sketching your logo, we do a little thinking. We look into the composition of your market and a survey of your competition. We take a close look at the existing preferences of your market - what looks good to them. We steer clear of fads and passing fashions. We establish a firm criteria that the logo must satisfy.

Once we’re clear on a basic direction, we start sketching, showing options which meet the criteria we established in our preliminary research.

2. We keep it simple

The criteria of the Capital
FireMed redesign included
establishing them as an
official but friendly authority.

We created this bronze badge and placed it in the middle of their namestyle to quietly broadcast their authority- figure status.

This close attention to criteria results in design work which is always on target.

Institutionally solid or retail friendly? Retail and institutional have their own look and feel. We design your look to match your brand image.

3. We solve problems

The existing Roadie logo suffered from poor execution and bad connotations, conflicting with the upgraded branding necessary to move Roadie to the next level.
Solution was this quasi-retro emblem.

Just an upgrade? Even a logo with a basic solid structure needs an occassional update; or when, like DeSantis Landscapes, a subordinate brand is added.

4. We collect old logos

before

after

Withnell Motor Company Withnell's logo was designed by the newspaper, part of a package deal based on their huge contract commitment. Designed by SJ staff artists, the logo was typical of car dealer trademarks everywhere. To seperate Withnell from the pack, we gave Withnell a clean corporate style to use. Nothing fad-flashy or disposable.

beforeafter

Kelly's Home Center Another logo designed by newspaper staff artists, Kelly’s Home Center used this mark for over 20 years; but now found themselves competing with corporate big-box stores entering the Salem market. People like the size and selection of big-box stores. To better compete with them, we blurred the distinction.

beforeafter

West Salem Machinery has been building and shipping high quality recycling equipment for over 30 years, and we made sure their logo followed the upgraded brand work we were doing with all their marketing.