Easton Cycle and Sport came to us with suggestions for updating their brand for a future marketing push. We ran in a number of directions, but good ones, with pencil sketched drafts to see what resonated with them and looked the best across all the different mediums they would be advertising on. After dwindling down the options, a general design for the logo was selected and digitized into black and white. It’s important that the design stands on its own, in its simplest of forms, before adding color, where things get emotional and subjective.
From there, a number of iterations, font treatments, color schemes, and friendly arguments amongst the design team ensued. After the majority is smiling and happy on our team, we made our recommendations to the client and made sure they were happy. And they are! Subtle, yet very cool… Do you see it?
This stuff is a labor of love for us. We genuinely want to be a part of our client’s successes, and we work with them more like partners than clients for that very reason.
Look for a new website and other focused marketing efforts coming soon from Easton Cycle and Sport.
“A great logo appears effortless—and is, of course, anything but.”
– Louise Fili
You may have seen that phrase more than once when using a document template to promote your company or organization. But it should really say “Insert your mark to ensure immediate recognition, inspire trust, secure loyalty and establish superiority”.
It is that important!
Regardless of whether you have a start-up, nonprofit, or a product, how it is perceived visually impacts your success. To not have a logo, leaves your company without a true identity. To devalue the process of creating a logo, jeopardizes your relationship with your audiences.
A logo or brandmark comes in many shapes and forms. The more you use it, the more powerful it becomes. Regardless of whether you use a word/letterform mark, pictorial/abstract mark or emblem, they should:
- Be memorable and appropriate
- Be immediately recognizable
- Provide a consistent image of your company or organization
- Clearly communicate your company or organization’s persona
- Work well across media and scale
- Work both in black and white and in color
You should seize every opportunity to position your company or organization in your audiences’ minds, especially visually.
Sight more than any other sense, provides information about the world.
A distinctive, memorable and clear logo creates a sensory magnet that resonates, attracts and retains audiences.
Have questions about how you can improve your company’s visual identity? We would love to talk to you.
wanted a logo based of exisiting photos, with a color scheme that gave a nod to their alma mater. The emblem needed to be crisp enough to jump off a t-shirt or other swag from a mile away. A handful of sketches later, the sketches where vectorized, a barrage of color combinations were widdled down to the client approved version above.