Selected logo design (above)

]]> http://www.higleydesign.com/2013/05/esuperstock-logo-design/feed/ 0 http://www.higleydesign.com/2013/01/clint-shaw-logo-design/ http://www.higleydesign.com/2013/01/clint-shaw-logo-design/#comments Mon, 28 Jan 2013 03:39:28 +0000 johnhigley http://www.higleydesign.com/?p=1287 General contractors work with a lot of different tools. One such tool, the hammer, was graphically used in this conceptual logo design. A hammer head was drawn and duplicated six times to create motion in a circular shape. Out of that shape appears the image of a saw blade. A sun is also visible, which is generally viewed as a powerful and optimistic symbol.

The mark was combined with a craftsman-era typestyle, which evokes old-world quality. The font was modified with rounded corners to compliment the subtle shapes of the mark.

Logo mark made from hammer heads

Complete logo design with typography

Various local galleries and artists submitted extreme close-up reproductions of their work for this year’s cover. It was our job to select the image, or group of images, we felt would make the most compelling design. After a complete review of all the artwork, we decided to combine multiple images into one, photoshop-layered, composition. Three paintings were used to create this graphic. Among several designs presented, the Ashland Gallery Association (AGA) preferred the anonymity of this graphic design solution.

The majority of the guide will be designed and produced in January and will be on shelves late February. This will be our sixth year of creating the AGA’s 64-page publication.

2013 Ashland Gallery Guide Cover

The general concept was to showcase Brammo’s superior technology, riders and social media expertise. It was designed using big, stylized imagery, horizontal lines, rough edges and bold typography. We added saturation, contrast and textural noise to all the photography which created a consistent balance throughout – but we also chose to vary the look of each spread to give the reader some freshness from page to page.

We are producing limited digitally-printed versions, but are mostly focusing on electronic brochures to be viewed on screen.

The cover of the digital brochure version

Several pages of Brammo’s sponsorship presentation brochure

To develop valuable brand equity, a company should take into consideration all aspects of public, investor and employee perception including unique product characteristics and reliability, customer service, press relations, etcetera. One important aspect of developing brand equity is through a consistent and thoughtful integration of graphics, advertising and messaging.

The integrated branding system for Brammo was influenced by the product design and the culture of motorcycles. We created a strong and powerful color palette. We selected a primary font which was modern, versatile and legible. In general, we’ve kept the look clean and bold and are using studio and street photography and easy to understand messaging. The studio photography was shot by Maddox Visual in Jacksonville, Oregon.

Our graphic design and marketing skills have been utilized to develop print design for miscellaneous company literature including product and service brochures and posters. Additionally, we’ve designed logos, icons, van wrap graphics, an interactive 360 player and environmental graphics – and even some typography on the bikes. The deadlines for most of these projects have been driven by several yearly trade shows – two of which took place this summer in Las Vegas and at Laguna Seca Raceway near Monterey, California.

Product and Service Brochures

Product Brochure Cover

Electric Symbol

Motorcycle Charging Port Graphic

Brammo Racing Laurel Wreath Graphic

Van Wrap Graphics

Interactive 360 Player Skin

Because the racing industry is a little more splashy, we chose to use some distressed background textures on some of the banners displayed at racing events. The two following banners were printed by Steve Morgan at Designer Signs in Medford.

For several of the trade shows, including a large event last November in Milan, Italy, we generated scaled architectural drawings which included locations of bikes, stages, furniture, lighting, TVs, iPad pedestals, banners and storage. We also played a part in the selection of furniture.

Scaled Drawing for Milan Trade Show

They liked the existing line drawing of the mountains in their old logo, but we made some slight modifications and selected a new typeface. We also suggested creating supportive monograms to further expand the brand. We developed a number of icon drawings and combined them with the new WWR and tagline. Among other places, these monograms will be used on packaging for the various farm goods.

The website and collateral materials are currently being developed, but the initial design and templates are well underway. One of the primary goals of the messaging is to bring greater awareness to the Farm Stays and Meat CSA. With clever and articulate graphic design and marketing we are accurately representing Willow-Witt for their elevated standards in ranching.

Willow-Witt Ranch modified logo and new monograms

New website template design

Gus Janeway of Velocity Cellars came to us with the request of redesigning his Rogue Valley malbec wine. Although the word “Velo” is French for bicycle, we wanted to downplay the bicycle theme as a design feature. We explored various ways of subtly representing some aspect of a bike and ultimately settled on using a vintage crank (from around 1910) as the primary graphic. The selected crank graphic, which was redrawn and stylized, also contains the shape of a flower which we thought was a positive image and added a whimsical touch.

Typographically, we wanted to create a hierarchal focal point featuring “Malbec”, “2010″ and “Oregon”. We were able to achieve this by stacking the type in a unit below the symbol. The name “Velo” was reproduced as a blind emboss. The font selected was Penumbra for its sophistication, small serifs, and because the the “O”s were perfectly round and mimicked the shape of the crank. …details!

Redesigned Velo Wine Label

Among numerous other design projects for Brammo, we’ve recently completed their Graphic Standards / Brand Guidelines Manual. Having done several corporate identity books in the past, this project was right down our alley.

The pdf book is focused and to the point. We wanted to convey the basics of the visual brand with easy to understand language and visuals. Topics include logo usage, bike graphics, typography, color and a sample design section. The process of developing a comprehensive graphic design system is still young. We’ll be adding to the manual as things evolve.

The importance of a company’s visual brand identity should never be underestimated. This manual allows designers, employees and members of the media to properly implement a consistent and cohesive look. Keeping the graphic system clean, simple and readable will help Brammo better communicate their visionary company to the world.

Brammo Graphic Standard / Brand Identity Manual

The recently completed annual features photographic imagery of landscapes throughout the county. But more importantly, it features real people and case studies of some of the outstanding work being implemented by GNC. To tell their story we utilized strong, readable typography; big, bold, earthy colors; and carefully arranged photographic compositions. The book has a professional, yet grass-roots feel.

The primary distribution of this annual report was through an electronic flip-book, accessed from the GNC website. We did create physical copies, but chose to utilize the Xerox iGen 3 digital printing because of the small print run and the wide format of the book design. It was printed by StevensIS in Portland, Oregon.

GNC 2011 Annual Report Cover

Letter from the Executive Director Spread

Story Spread