who are you? logo design matters.
Changing your company identity isn't something to do on a whim. Everything you have done to market yourself or your business contributes to your public perception: especially your logo. Making it stronger or refining its' definition is a normal evolution in business. Avoid radical changes unless absolutely necessary. The past design, marketing and advertising of your business represents a substantial investment. Build a bridge between that past and the future.
This was the original logo for this case study. Rather than focus on its flaws, first recognize that is was widely known by current customers.
The new look is cleaner and bolder. It does not identify the company by name, but makes a much stronger statement of who they are and how they see themselves.
The flag had always been a part of the client's identity. However it took two minutes in the lobby to have a better idea for their corporate identity. Everyone referred to them as ASC - even the receptionist.
Using the flag as the foundation for the new look, open Illustrator and place the original on a separate layer. Create an outline of the shape you want to retain. In this case smoothing out the rough edges and adding new typography.
In this example, the Illustrator artwork is saved as an .eps for use in catalog design, and then rasterized in Photoshop. (If you're doing this yourself, double-check your traps and make sure you convert to CMYK for press.) The best logos are clean and simple.
Check your design as black and white artwork as well. Most business uses for a company logo are fairly plain. A logo needs to communicate for you in the local paper, as well as it does in full color for a national trade magazine. Logos needs to work on a fax machine as well as your web site. Make your logo communicate - because it says a lot about who you are.
What you need, for less.
For creative, cleanly designed ads, copy, presentations, annual reports, catalogs or a website that gets results, contact me for imaging + design. You get agency-quality creative, for about a quarter the cost.
