It’s an M that can easily stand alone and serve as a distinct mark on the front of a Modern truck or stamped on a piece of wood. Its twin peaks rise up and move in a diagonal direction to convey optimism. Modern’s new identity makes a memorable impact with a from-scratch capital M. We wanted to emphasize strength, stability, flexibility, mobility, craftsmanship…and environmental-friendliness. We also didn’t want to completely do away with the old identity, but take some selected elements to move forward with. And we aimed to create a mark that could stand alone if need be to represent Modern’s evolution. We wanted to put the focus on the Mod since Modern makes modular buildings. We wanted to make the word Modern the dominant visual takeaway, with Building Systems still present but less prominent. ![]() ![]() We wanted to create a completely custom mark with handcrafted type with a fresh color palette. It should clearly reflect Modern’s history, yet pave the way for an expansive future. We strategized that the new identity should look modern. The Serpentine typeface is what we call in the industry “Font out-of-the box,” which means it hadn’t been customized and anyone could download the font for free simply type Modern’s name to easily recreate the logo. The mark itself was made to look like a simplified house that doesn’t accurately reflect the wide variety of modular building products that Modern makes. The previous logo proved to be a challenge with its different colors depending on the file, no brand standards and a variety of different fonts employed for the tagline. Where should the brand evolve to? A family-run business since 1971, there were some existing sentimental ties to the old logo. Since we first began working together in 2010, we’ve had our mind on the horizon. We didn’t just start imagining a new identity for Modern. Modern Building Systems Modular Construction This brand identity was selected by an international panel of judges in an “incredibly competitive judging session with over 34,000 logos entered.” **We’re pleased to announce that Logo Lounge selected the logo we produced for Benson Marketing Group to be in their new book, Logo Lounge Volume 6, published in February 2011. Zookeeper created a custom illustration of a ribbon, with a playful swirl, and colored it red to pop with excitement. ![]() While focusing on country stores that sell folk art and antiques, Benson Marketing Group sought a new brand identity that would allow them flexibility in the future as they expand their business to serve a wider umbrella of stores, while appealing to a largely female client base.īrainstorming and pondering many possibilities, we wanted to create a logo that symbolized the delight a customer would feel when leaving a store with a gift or new find. To finish up the identity, we crafted the customized type and gave the star an orbital swirl.īenson Marketing Group provides custom printing solutions to retail stores across the country, delivering hundreds of unique products that include bags, labels and tags. He would be the Han Solo of the brewing industry. We then imagined this explorer character holding a keg, an adventurer who would go to the ends of the galaxy to find the unique beer ingredients that would put Ximix on the map. Instead of calling it the generic “craft brewery,” we wanted to keep the theme going, calling it a “Craft Exploration Company.” The name Ximix, a made-up word with a “space-y” feel, emerged as the winner. Leading the ownership team through an extensive strategy session, we discovered the brewery’s brand attributes and created customer personas, which we’d be gearing the design and marketing toward.īut first we needed a name, an increasingly difficult task in the saturated craft beer industry. Launching in 2017, this L.A.-based start-up brewery will be located close to LAX and aerospace companies like Elon Musk’s SpaceX.
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