An identity is more than just a logo; it’s the way you visually portray your brand. We create memorably effective logos, but we also create the supporting visual language or graphic style that makes a truly emotive, memorable brand.
When Pentad Properties engaged us for brand strategy and design, we didn’t realize that we were dealing with partners who self-described themselves as “A-type personalities”, and who, despite their mutual interest, are sometimes competing against each other. It made our d1: Discover phase very interesting, to say the least. By the time we got to d3: Depict, we had only barely managed to agree on the name of the company and the tagline, let alone a brand position that made sense. It’s taken some time, but together with their move to new offices, we rolled out the new identity, featuring a symbol and a logotype that contrasts with their previous very condensed typeface, using custom designed extended letterforms. We’re currently working on collateral and their website. – See more at: http://www.modern8.com/graphic-design-portfolio/brand-identities/#sthash.I1iEb1Tn.dpuf
When Steton, now known as RizePoint, recognized the need for a strategic name change, they knew they would need to implement a new visual identity as well. We partnered with the technology company in 2015, guiding them through our 5D perception branding process to determine a new name, look and brand message. The new identity was applied to web, digital and print applications, including a brand book which formalized type, color and photography styles.
With the change of the company name, from Treehouse Interactive to Impartner, a new identity was required that matched the feeling of a progressive technology company for partner relationship management. With a modular based symbol and a logotype that emphasizes the definition, we created business cards, building signage and email signatures.
For more Impartner work, see also Web.
Acme Camera Company
Acme Camera Co., Jacob Nuttall, the company’s owner and founder, came to us looking for a logo, color and typography solution to brand and help launch his new camera rental business. We love excuses to work on cool projects, so we joined forces and put Lindsay Barlow on the task.
Not unexpectedly, The Brand Amp amplifies brands. The Southern California company is known for making real news with unreal events. Helping clients like Red Bull and DIRECTV with event-based marketing communications led modern8 to design a website that captures the energetic passion we saw while working with them. We took Brand Amp through the Perception Branding 5D Process and created strategic recommendations that were approved before we designed a new logo and website.
For more Brand Amp work, see also Web.
School Improvement Network
School Improvement Network was founded by two teachers, and offers comprehensive professional development solutions for administrators and teachers in K-12 schools. School Improvement Network wanted us to help them unify their increasingly disparate brand. With the recent launch and initial success of a flagship product which bundled the other products together into one on-demand platform, this seemed like the optimal time to re-tool the brand. While the old brand felt dated and somewhat provincial, the new brand was to reflect the technological advances made in recent years, and bring the brand up-to-date.
We assembled and managed internal and external teams to create what was for us, a record setting amount of work in the allotted time. Everything we designed was based on the strategy component of our 5d process. Our approach was to establish a natural, handmade feeling throughout the identity.
Doing work for state agencies is different than doing work for private enterprises. The first hurdle is getting past the bureaucracy and red tape. But USTAR made it surprisingly easy. USTAR, the Utah Science and Technology Research initiative is a technology-based development initiative funded by the State of Utah. We took the state agency through our Perception Branding d5 process and created a new identity and tagline that pleased everyone from the chairman of the board on down.
Last year Legacy Fields decided the time was right to start building homes. We took them through the our Perception Branding 5d Process and determined the appropriate brand position and brand promise, then created an identity for their building division, Tailor Built Homes. The company will be constructing homes known for their indoor/outdoor experiences.
Bear River Mutual
No matter how great it is, 100 years is a long time to hang on to your trademark. Bear River Mutual Insurance Company was founded in 1909 and their logo hasn’t really changed since. There is nostalgic charm about the old logo that can’t be denied, but try putting the logo on a pen, embroider it on a shirt, or even recognize it from a distance. We took Bear River through our Perception Branding 5d process, determined the appropriate brand strategy, and created the brand identity that supports it. The logo retains elements from the original design, including the general feel of its century-old predecessor.
We created an identity as part of a campaign to launch the next generation of HealthCare Insight’s fraud prevention application: Nucleus. The software helps health insurance companies find fraud, waste and abuse in insurance claims. We started strategically, with our 5D Perception Branding process and then designed a strong, colorful identity for Nucleus, which tied together all the touchpoints.
Companies change—sometimes in big ways. And if you’re not innovating and changing you’re falling behind. UCN started out as Buyers United, a reseller of long-distance services, which became United Carrier Networks, which became UCN. That’s when we met them. We were engaged to help with yet another change. The company had become something quite different. Long-distance telephone services today are just another commodity. UCN, recognizing the need to innovate, has developed a new product approach that delivers software for call centers over the Internet. The application delivery model, known as “Software as a Service”, provides significant scalability and deployment options compared to typical on-site call center software/hardware. We used our Perception Branding 5d Process to determine the brand strategy and then used the strategy to inform the execution of a new identity and name change.
For more inContact work, see also Case Study.
When MHTN Architects approached us about redesigning their identity, we had some hesitation. Their 20 year-old logo was designed by a now-retired, highly-respected local designer—and we liked it. But after MHTN engaged us, we learned through our 5d Perception Branding process that the architectural firm had changed. The 50 year-old company, long known for their professionalism, but less recognized for progressive design, was now led by partners with different values. To signal the change, we created a new logo that was intentionally related graphically to the former mark, wrote a new tagline (“vision made real”), adopted new color and typography standards, and applied it all to the corporate papers. Their Web site sports the new logo while we work with them towards a complete overhaul.
If you need help with Microsoft Office, Corel WordPerfect, Novell Groupwise, or other common applications, what do you do? Call our client BrainStorm. The 14 year-old company reaches out internationally from its Utah county home, with software training products and services designed for the end-user. Using our proprietary Perception Branding 5d process, we built a foundation of understanding that shifted the BrainStorm brand experience. When we examined the company culture, it became clear that there was a disconnect between why they were successful vs. the image that they projected. In interviews we learned about the company’s fun atmosphere, witnessing effective “people-based” training using humor. We also learned about the extraordinary commitment to keeping the customer satisfied. None of that came across in their previous dreary identity and Web site. We proposed a new identity based around a very non-stuffy logo and a strong yellow-gold color, which is psychologically associated with pleasant feelings.
For more Brainstorm work, see also Case Study.
J. Joyce & Associates
The law office of J. Joyce & Associates, which specializes in insurance litigation, approached modern8 for creative services after separating from a large downtown Salt Lake firm. The mark we designed takes advantage of the paired letters and suggests the professionalism of a monogram. We applied the logo to stationery and business cards that reflect the shape of the letter “J” with a single rounded corner on the bottom right edge.
NIC is the world’s largest provider of Web-enabled government services. Working through our Perception Branding Process, NIC clarified their position and incorporated it into a brand identity both visually and verbally. The dotted “i” design of the finished logo was a logical representation of the “people behind” concept. Once the logo design was established, we created and published corporate identity guidelines for use of the logo, such as color specifications, proper presentation space and typography. Also included are examples of correct and incorrect uses for the logo.
For more NIC work, see also Print.
K2 Foot + Ankle
Stanton Smith is not only a podiatrist but also a mountain climber, and though he doesn’t always want to talk about it, that must have had some influence on the choice of a new practice name. Moving to new offices, the foot specialist has upgraded the look and feel of everything. We created a new identity and applied it to the stationery, moving announcement and on-site identification. A Web site is in the works.
Young Electric Sign Company has casually used the acronym YESCO for many years, but until recently, the real name of the company was only in long form. The duplicity caused some confusion. In some cities in the Western U.S., like Las Vegas, the company was better known by the acronym and just the opposite in other cities. Although YESCO has been our client for over 10 years, the logo preceded us. But in 2008, a legal necessity provided an opportunity to re-brand. It was important however that the visual equity of the logo be maintained. We kept the most important feature, the “Y” mark, but dropped the enclosing border and anachronistic typeface. We formally adopted the Univers type family, which we had preferentially used for years and produced a complete Brand Identity Standards manual. The revised identity is simple, graphically memorable and easily read at great distances, a valuable trait in the outdoor medium. The identity has rolled out gradually and is now appearing on stationery, trucks, buildings and uniforms.
“YESCO places a high value on the quality of our products and our marketing. We have relied on modern8 for many years to provide solutions that have met our needs on everything from our Web site, to our literature and logo.”
— Annette Gaddis, Vice President
Associated Food Stores
Few logos we’ve designed get as wide a distribution as the “the cart in the a” logo we did for Associated Food Stores in the early 90’s, whose trucks move their branded products all across the Western United States. We were asked to create a mark that retained much of the visual equity of the logo that preceded it, but without the female shopper, which by 1990, had become anachronistic. The result integrated the letter and shopping cart into a unified form.
Dr. Rand Bennett
The logo for Dr. Rand Bennett & Team is a memorable, unique illustrative metaphor for the services offered by the orthodontist. Dr. Bennett has commented that the logo has converted many prospects. “They’ll come in holding my business card, saying, ‘I came here because of your logo.’”
Szechwan Chinese Kitchen is a great little restaurant in Park City, widely recognized by locals as the best Chinese food in the county. The Szechwan Chinese Kitchen engaged modern8 to brand the restaurant as sophisticated fare, but in a casual, resort atmosphere. Szechwan’s former identity did not distinguish itself from fast food competition.
Peterson Wealth Advisors
We designed a new Peterson Wealth Advisors identity based on the image and metaphors associated with the bristlecone pine, the oldest and most durable of all tree species. Foil stamping the logo on the business card enhanced the attraction to the bristlecone image.
For more Peterson Wealth Advisors work, see also Case Study.