Logos, Brand and Identity
- SMS
- Equip
- Mars
- At Peace
- Roy Barnes
- HRD
Strategy Management Services
Strategy Management Systems provides customized strategy consulting services to companies needing improved strategic performance. Part of this new fledgling consulting practice's launch was a new logo and brand. I created a simple logo and tagline, "Where Strategy Works," which the company used as its URL.
The brand design package included business cards, a Powerpoint template, all versions of logo application (.eps files of CMYK, PMS, positive and negative as well as horizontal and vertical logo layouts with and without taglines).
Visit SMS's Website
eQuip Enterprises and eQuipSellsIt.com
eQuipSellsIt.com is a new brand and website recently launched (check it out if you've got equipment to sell or buy). The client wanted a tough mark with universal appeal. Again, I worked a textual treatment and branded the red, black and gray. The website goes by eQuipSellsIt.com and the company name is eQuip Enterprises, LLC. The complementary fonts used in the website version pull the logo together as well as advertise and reinforce the URL: eQuipSellsIt.com. It was important to the client that the service—and industry-first guarantee—offered by eQuip resonate through the brand, so we took it literally and guided the company name to support the website channel.
The future of this brand will be easily sub-branded into adjacent but distinct markets using color differentiation and additional textual treatments. Text rocks!
Connextions Health
Connextions Inc. provides both healthcare industry solutions and commercial business solutions. I paired up with Connextions at the request of Caxiam Group, for a small project designing a sub-brand called MARS for Connextions Health. The initial project was twofold: design a logo for a diagnostic tool called MARS (which stands for Member Acquisition, Retention and Service) and then design a marketing banner and microsite for the MARS tool they could use for lead generation.
The logo design went through two major rounds, and the resulting design (logo and logo with tagline) are at right. The goal was to keep the sub-brand similar yet distinct from the main Connextions brand mark. The circle of circles was the key to keeping the mark "in the family," if you will. This logo was used in the banner and microsite and reproduced well in each execution. The client also asked me to create a horizontal version of the Connextions Health logo for their use as they only had a vertical .eps version. No problem!
MARS 200x500 banner
At Peace Hospice Care
At Peace Hospice Care in Calhoun, Georgia, needed a new brand. This hospice, dedicated to creating personal, caring relationships with patients and families dealing with life threatening illnesses, required a brand that reflected their core belief: You Are Not Alone. A crucial factor in the redesign was that the At Peace logo be distinct and unique from other hospices, emphasize the special relationship they bring to every patient care case and their desire to go back to basics.
The final execution was a graphic element of a person—patient, if you will—floating upward cradled by caregivers. The At Peace text portion of the hospice name was set more prominently, and uses a contemporary, yet timeless, typeface. See print for more At Peace Hospice Care executions.
Roy Barnes
Roy and I both were Marriott associates, and he came to me in the spring of 2008 with the request for brand help for his new company, Blue Space Consulting. A dynamic, compelling speaker, Roy has extensive experience shifting sluggish corporate methodologies, and he does it by touching hearts. Roy is all about the customer and customer touchpoints. He could inspire the most cynical and skeptical person you know, and make a friend while doing it.
The first thing that hit me was "why isn't Roy out in front of his company?" His power is in his presentation, and the coolest thing about Roy is Roy. I suggested he move out in front of BSC and brand his company: Roy Barnes. We quickly moved forward with a text treatment logo and brand direction and onto the website. The online execution was highly successful in that it introduced Roy under the true light of his gift: creating possibility. I suggested the tagline: "UNLEASHING POSSIBILITY" which Roy loved and eagerly adopted.
So if you have a team that needs realigning or are looking for a dynamic and versatile speaker to inspire your ranks, Roy Barnes is your man.
Home Repair Depot
Home Repair Depot provides handy at-home or at-business services from checking AC Freon pressure to pressure washing. This proved challenging, especially with the well-known retail brand, HOME DEPOT, to further confuse.
Tools are integral to this business, therefore the logo bug is modeled after a bird's-eye view of a combination slotted and Phillips drive screw head atop a square washer. The color red (there's that red and black combo again, man I use that a lot!) combined with the cross symbol accents medical relief, which emphasizes the repair service of the business. Lastly, the text had to be large and clear enough to be read from vehicle signage. Yeah, we got all kinds of subliminal messages in that there glyph.
Home Repair Depot business card
