Corporate Identity
Logo design
It’s the flag you’ll be inspired to salute, the symbol, the signature, the basis of your brand. So a logo had better be outstanding. A great symbol tells a story—not necessarily a short story—of what its owner stands for and provides. The Woodward logo shown here blended several existing looks into one cohesive and pleasing identity for an unusual facility caring for people in the twilight of their lives. A typeface from signage, the color scheme from the home’s interior, and a dramatization of the wonderful philosophy of the Woodward leadership led to this charming result. The hopeful flower combines with a sunset and a horizon—that sums up how we want to feel about life at age 98.
Our Logo Library displays dozens of logos custom-created by Sterling Design & Communications in the past 20 years. (Last count 64.) Each logo tells a story of the product, program or service it represents.
We have a thorough yet streamlined logo design process that involves two parts sound business principles, one part instinct and one part divine inspiration. A set of twelve criteria is applied to measure the effectiveness of our logos. As hard as it is to achieve all twelve, it’s fun to try.
Branding
Once a logo is “cast in brass” (or embroidered in thread, painted on a van, printed on a card . . . our coolest one yet was dyed edibly on chocolate), a brand develops, created with tools such as color, type and photography. Every choice builds or dilutes the brand image. We love to develop brands. A client once used the term “livery” to describe the myriad elements of a brand. Imagining a brand image (a deliberate use of the echo words) guides every choice thereafter from vocabulary to media to office decor.
|
