Strengths Minded Associates came to me with an interesting business model. The business is a partnership run by two professional coaches, Angi Dahl and Marlies Lloyd. The interesting part is that they each have their own coaching businesses on the side. During the concept generation phase, we pursued the abstract nature of the two coaches coming together to create a third entity; related but different than the two on their own. Naturally, the word Strengths was a good jumping off point and that was the origin of the final logo.
The famous 1937 statue of Atlas by Lee Lawrie which sits in front of New York City’s Rockefeller Plaza and across from St. Patrick’s would become the inspiration for the eventual logo. Atlas himself was both too literal and too confusing to apply to the Strengths Minded brand – it’s not a gym after all. However the globe that Atlas is upholding is made of intersecting circles, placed on different planes. Now that aspect was familiar to the brand: two people approaching the same opportunity from complementary perspectives is the abstract origin of the company. And two circles, both equal, but on separate planes conveys that. And if we translate their perspectives as two lenses of different hues, the overlap creates a third unique and richer hue.
This logo was then applied to each partner’s business in similar ways. Angi would retain both the Strengths Minded name, logo, and colors while Marlies would retain the logo with new colors that better reflected her brand name, Red Pants Coaching.
One of the fun aspects of this job was implementing the design strategy. We went with a clean, white front to help establish the brand with a minimum of clutter. The back has a field of color with the contact information. It also features a ghosted logo cropped to one side, though not the same on each card. When you align the backs of each of the Strengths Minded partners cards, the logo becomes whole. What’s more, pair up each of Angi’s or each of Marlies’ cards and once again, the logos become complete.
No brand identity would be complete without its Graphic Standards Manual and C Davis Designs provides one (or in this case three) with every brand identity it creates.
I always enjoy the opportunity to take the lessons I’ve learned in the motorcycle industry and apply them to other products. I was very happy to work with the good folks at GKDI, who design exclusively for Yamaha. They had nice things to say about the work in my portfolio and I was honored by their invitation to join them in their Long Beach office for a week. Along with a handful of other designers from around the globe, we devoured the market reports, did some firsthand research, and rolled up our sleeves to create a few designs that would appeal to buyers.
While the form of the watercraft went unchanged, we were tasked with giving a few models a fresh look. These are the two receiving the brunt of my mouse-work. These are the race-inspired FX SHO model above and the FX SVHO model below, featuring the new Super Vortex High Output motor.
The Superjet racer also got a bit of love. While the task at hand during the design session was the FX models, it was cool to see the team apply one of those concepts to the Superjet.
Working with the GKDI team was a great experience. They’re a talented group who are obviously passionate about what they do. What’s more they work as a team, looking for the best solutions they can find.
Venari is a professional search company in Reno, Nevada and San Jose, California. They wanted to project their professional and aggressive attitude toward attracting top talent. We worked with the firm to select the name which translates from the Latin “to hunt,” turning the “headhunter” label around to work for them. The “Flying V” logo is a stylized bird of prey. The lightly modified Futura font is clear and modern.
As with any visual identity I create, a Graphic Standards Manual is included as part of the package. It is not uncommon for clients to request, “just a logo and a business card,” but equally important to the logo is its application. The Graphic Standards Manual lays all this out for any future implementation of the logo. Including this with the logo files provides the printer or designer with the rules for logo application to ensure that it is consistent without being restrictive. Logos are a form of shorthand to communicate a brand to its audience. When used with consistency over time, it builds trust in that brand. The manual is the tool to bring about that consistency, to build that trust.
Above we have the campaign logo for Santa Clara Valley Water District candidate Barbara Keegan. As the only woman in the race Ms. Keegan wanted a logo that looked refined, somewhat feminine, and showed her concern for the vital resources she’s trying to protect. I designed these logos as well as a graphic standards manual to establish her brand and communicate her values quickly, effectively, and memorably. The logo font is based on Caslon letterforms which were heavily modified. Water and earth elements were added to convey her stewardship of resources. Trajan (yes, “the movie font”) was used to convey a sense of authority. The graphic standards manual comprehensively directs any future uses of the logo to ensure consistency and maximum impact in any medium. I had the good fortune of producing this work for a highly qualified candidate who, while being heavily outspent, won her race with a 24 point margin.
CREDO came to C Davis Designs looking for an altogether new identity. As an education research company aligned with Stanford University, CREDO sought to truly define themselves graphically for the first time in their 12 years. The group is influential in setting education policy and needed an identity that was unique yet within the bounds of the education research community. We provided them initially with the logos, colors, typefaces, and importantly, the instructions for establishing their new identity.
Impressed with our initial work, CREDO also requested business cards, letterhead, note pads and note cubes, as shown above. A Powerpoint presentation template and theme, report template, and note cards are all in the works and to be released soon.
Alexandria came to us with a product that could predict the future of the stock market and an image that reflected the past. That identity was put to rest with an overhaul that kept alive the idea of the ancient library of Alexandria but pushed it forward into the modern, cutting edge world in which they compete. Their product seeks to simplify the overwhelming amount of investment information produced daily into a graphical representation of market sentiment and their new identity supports that mission.
The Alexandria logo is a simplification of pyramids with the sun illuminating the forward faces and the negative space in shadows. As such the logo works best in white against a colored background which provides them with a unique look when used with consistency. The Alexandria palette is flexible although blue is used as the default corporate color while the other three are used for supporting materials.
Shift is an action sports company competing in the motocross and street markets. They define themselves by their youthful, somewhat rebellious customer. The brand is constantly looking to update it’s logo treatments. These are proposals for the 2012 line.