Flexible Logo Design Case Study
Originally hired to design the company logo, then later asked to create additional logos for new services that needed to be seen as both independent companies and also as part of an overall brand, the approach needed to accomplish the request as the existing logo could not be redesigned.
During the review of the original logo within the development phase, universal elements within the logo were identified and would be used as anchor elements within the design of the new logos to tie all three logos together. Design elements relative to the services provided would be applied to the new logos, enabling each to communicate the services provided.
With the universal elements identified, new elements relative to the services provided by each company under the brand were incorporated into the stylized company name, ruler element, and plus sign to create two new logos, enabling each logo to function as an independent logo while building and extending the brand.
Using the horizontal line above the name, blades of grass and paint drips were applied, with “Lawn & Landscape” and “Painting & Remodeling” replacing the “Home Services” line of text descriptor. This approach enabled the three independent logos to function as either services or independent companies.
In the request to position the company as a brand with independent businesses with a specific skill-set and trade under the brand umbrella, the goal was to convey the company's focus on the services provided instead of one company with multiple services.
Going forward, as the business grows and evolves, this approach enables logos for additional services to be added to the suite with minimal effort, while enabling each logo to independently build-on and extend the brand equity.
It also provides the visual flexibility for the logos to continue to serve as representations of independent businesses or to represent the services the single brand provides.
Empire Home Services
Originally hired to design the company logo, then later asked to create additional logos for new services that needed to be seen as both independent companies and also as part of an overall brand, the approach needed to accomplish the request as the existing logo could not be redesigned.
Project Approach
During the review of the original logo within the development phase, universal elements within the logo were identified and would be used as anchor elements within the design of the new logos to tie all three logos together. Design elements relative to the services provided would be applied to the new logos, enabling each to communicate the services provided.
The Creative Development
With the universal elements identified, new elements relative to the services provided by each company under the brand were incorporated into the stylized company name, ruler element, and plus sign to create two new logos, enabling each logo to function as an independent logo while building and extending the brand.
Using the horizontal line above the name, blades of grass and paint drips were applied, with “Lawn & Landscape” and “Painting & Remodeling” replacing the “Home Services” line of text descriptor. This approach enabled the three independent logos to function as either services or independent companies.
The Project Summary
In the request to position the company as a brand with independent businesses with a specific skill-set and trade under the brand umbrella, the goal was to convey the company's focus on the services provided instead of one company with multiple services.
Going forward, as the business grows and evolves, this approach enables logos for additional services to be added to the suite with minimal effort, while enabling each logo to independently build-on and extend the brand equity.
It also provides the visual flexibility for the logos to continue to serve as representations of independent businesses or to represent the services the single brand provides.
Anchor Elements
The ruler, plus sign, and stylized name are elements universal to all three logos, tying all three logos together. Carried forward into new logo design, this approach enables all new logos to be seamlessly incorporated into the suite of marks.
The ruler, plus sign, and stylized name are elements universal to all three logos, tying all three logos together. Carried forward into new logo design, this approach enables all new logos to be seamlessly incorporated into the suite of marks.
Project Notes Flexible Design
With the logos in use, this approach builds the equity both each company brand and the overall brand, with the approach of separate companies used to convey a business with a specific skill-set and trade rather than a single entity with multiple services where the consumer may see it as “jack of all trades master of none”.
With the logos in use, this approach builds the equity both each company brand and the overall brand, with the approach of separate companies used to convey a business with a specific skill-set and trade rather than a single entity with multiple services where the consumer may see it as “jack of all trades master of none”.
Case Study Signature Advisory
In the development of the Signature Advisory brand, the writing, the selection of imagery, the identity design, company image, and foundational elements of the brand were developed simultaneously. In this approach, the imagery, visual elements, and written word are one, with the style, feel, and tone consistent across the board. In the design of the identity system, the logo incorporates elements that visualize journey, navigation, and vision, core elements of the developed visual brand.
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In the development of the Signature Advisory brand, the writing, the selection of imagery, the identity design, company image, and foundational elements of the brand were developed simultaneously. In this approach, the imagery, visual elements, and written word are one, with the style, feel, and tone consistent across the board. In the design of the identity system, the logo incorporates elements that visualize journey, navigation, and vision, core elements of the developed visual brand.
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Case Study Walnut Advisory
The Walnut Advisory Corporation is a 44 plus year brand who provides underwriting and unique insurance related products, services and offerings. Without a consistent business image and brand ever being developed, we were tasked with developing a business image that would effectively represent the brand, and create consistency in their image across multiple mediums and platforms.
The projects included redeveloping their logo, building an identity system that incorporated their brands and insurance products, and most importantly creating differentiators, processes, and value proposition for the company, incorporating the the products, product brands and overall brand.View Case Study
The Walnut Advisory Corporation is a 44 plus year brand who provides underwriting and unique insurance related products, services and offerings. Without a consistent business image and brand ever being developed, we were tasked with developing a business image that would effectively represent the brand, and create consistency in their image across multiple mediums and platforms.
The projects included redeveloping their logo, building an identity system that incorporated their brands and insurance products, and most importantly creating differentiators, processes, and value proposition for the company, incorporating the the products, product brands and overall brand.
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Case Study Unique Approach
Rather than showing photos of products alone, in the development of the Everline Doors brand development, the creative approach taken was to showcase the products in use, in buildings and facilities where the products con be used, to convey product features and product benefits, with corresponding writing, messaging, and visuals communicating product features and benefits.View Case Study
Rather than showing photos of products alone, in the development of the Everline Doors brand development, the creative approach taken was to showcase the products in use, in buildings and facilities where the products con be used, to convey product features and product benefits, with corresponding writing, messaging, and visuals communicating product features and benefits.
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Case Study Logo Design Process
In the design of a logo, creating the tone, style, and feel of the logo are important, and in the development of the eventual business image. As part of the project process, the initial versions of the logo presented to a client should include multiple visual directions. With the designed logos having a style, feel and tone, with multiple different directions possible. Once a direction is chosen and the design finalized, it is carried into the design and development of the identity system, and then the brand image.View Case Study
In the design of a logo, creating the tone, style, and feel of the logo are important, and in the development of the eventual business image. As part of the project process, the initial versions of the logo presented to a client should include multiple visual directions. With the designed logos having a style, feel and tone, with multiple different directions possible. Once a direction is chosen and the design finalized, it is carried into the design and development of the identity system, and then the brand image.
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Case Study Fundraising Campaign
Commissioned to take a fresh approach on the annual fundraising drive campaign for the Upper Makefield Fire Company, this multi-platform campaign was developed to raise funds for the fire company; equipment, education, and resources. The developed approach conveyed the importance of the fire company to the community should an emergency happen. The project development included concept, approach, message, and design, applied to the design of a letter-sized ad, sent through the mail, and corresponding creative applied to the web and social media.View Case Study
Commissioned to take a fresh approach on the annual fundraising drive campaign for the Upper Makefield Fire Company, this multi-platform campaign was developed to raise funds for the fire company; equipment, education, and resources. The developed approach conveyed the importance of the fire company to the community should an emergency happen. The project development included concept, approach, message, and design, applied to the design of a letter-sized ad, sent through the mail, and corresponding creative applied to the web and social media.
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Case Study Design Evolution
With the goal of building on the established event brand for this annual to semi-annual event to promote the Reach Organization, raising funds and awareness, each event poster and corresponding creative built on the previous event creative, delivering consistency and tying all three together. Each poster design and it's graphic elements incorporate visual elements of the previous creative, to continue to build presence for the event and organization.View Case Study
With the goal of building on the established event brand for this annual to semi-annual event to promote the Reach Organization, raising funds and awareness, each event poster and corresponding creative built on the previous event creative, delivering consistency and tying all three together. Each poster design and it's graphic elements incorporate visual elements of the previous creative, to continue to build presence for the event and organization.
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The projects and work of Adam Garlinger, including logo design, business identity, and brand development for clients that include attorneys, insurance companies, networking, advisors, consultants, voice artists, and underwriters who are rebranding their corporation, building their business, and establishing a strong business presence. It's not only what we do, but how we do it.view projects
The projects and work of Adam Garlinger, including logo design, business identity, and brand development for clients that include attorneys, insurance companies, networking, advisors, consultants, voice artists, and underwriters who are rebranding their corporation, building their business, and establishing a strong business presence. It's not only what we do, but how we do it.
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The recent work and latest projects from Adam Garlinger, including building an online brand, carrying forward and applying and existing brand into a new brand, and building on the established value to generate revenue, in projects that include campaign development, building a brand and the development of a website under a brand umbrella.view recent projects
The recent work and latest projects from Adam Garlinger, including building an online brand, carrying forward and applying and existing brand into a new brand, and building on the established value to generate revenue, in projects that include campaign development, building a brand and the development of a website under a brand umbrella.
view recent projects
Featured Projects & Work
The featured projects and works of Adam Garlinger, with projects that include brand development, building a product offering, business ecosystem development, visual branding, campaign design, website development, creative process, and the brand evolution of a renamed business.view the featured projects
The featured projects and works of Adam Garlinger, with projects that include brand development, building a product offering, business ecosystem development, visual branding, campaign design, website development, creative process, and the brand evolution of a renamed business.
view the featured projects
Located in New Jersey where Washington crossed the Delaware into New Jersey to win the war, Design Solutions Adam Garlinger is an advertising and design studio that helps clients differentiate their business from those they compete with...to stand out, be seen, and be remembered.
Delivering the first impression their business needs to accelerate the return on investment that is their business.
38 River Drive, Titusville New Jersey | adam@adamgarlinger.com
38 River Drive, Titusville New Jersey | adam@adamgarlinger.com
Design Solutions Adam Garlinger | 908.581.3393
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