Logo Design

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With such high ambitions it was necessary to speed up the project without sacrificing quality and control. The assignment demonstrated the value of Grow’s holistic approach to brand development, encompassing everything from strategy and design to culture and communication. Several parallel processes, including extensive insight work with workshops and interviews involving employees and customers, contributed to the development of the new brand.

A foundation stone for the new brand was the choice of name. Business Sweden is a powerful name, suitable for a global market. It not only sounds good, it also looks good as a word image, which was an asset in the design process. More importantly, it highlights the core objective of working for the greater good of Sweden through facilitating exports and investments.

The next step was the definition of corporate values, mission and vision in a brand platform, summarised by the directional idea: “Growing Sweden”. By creating a new logo and dynamic visual identity Grow provided a clear profile and solid foundation for all future applications. One of the most important of these in today’s digital age was the Business Sweden website, and again, Grow played a key role in its design, messaging and content development. Designed by Grow.

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Aspall have been making Cyder in Suffolk for eight generations, and in the face of increased competition in both the Cyder and Vinegar categories, approached NB to help reinvigorate and re-craft the Aspall brand identity. The new identity features across the full Cyder packaging range – both on and off trade – together with the website, point of sale and livery. With a rich history to explore, the early stages of the project focused on identifying brand assets that connect the visual identity with the past. This meant delving into the bottomless Aspall archive, blowing dust off of old documents and records and uncovering old marks, motifs, and photographs.

With a number of the new-to-market cider products habitually ‘inventing’ heritage stories, the focus of this exercise was to identify assets that capture the unique quirks and eccentricities of a three-century-old family business, and of the family members themselves. The overall result is very sensitive to Aspall’s history and heritage. The redesign emphasises the authenticity of the Aspall brand and products with robust underlying principles that create the platform for future cyder variants, the Aspall vinegar range and new products in both categories. Designed by NB Studio.

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The previous logo looked really mean and not very inviting to keep your money there and for retail locations it didn’t have any curb appeal. The new color scheme alone — as New York Knicks and Mets as it gets — brings a healthy dash of cheerful color to the bank. The icon, serving as both an “AB” monogram or simply an attractive abstract shape gives the bank a more identifiable device that is intriguing and attractive in its weaved simplicity. The wordmark, set in Lineto’s Circular, is okay and the way the “lg” and “k” interlock is beautiful; I’m not convinced an all-lowercase rendition of the name is the most appropriate for a bank and this bank in particular. Nonetheless, an undeniable improvement. Designed by Pentagram.

Spotted via Brand New.

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Located in Winn Lane Fortitude Valley Ben’s Burgers is inspired by the notion of doing one thing really well. In their pursuit of mastering a specific skill set, and subsequently mastering their product, Ben’s Burgers seek to keep the output simple and the objective clear. The Japanese know this practice as ‘kyūmei suru’. The menu is limited and alterations are discouraged but the burgers are second to none.

Standing By Company where engaged to create the identity, marketing collateral, menu, packaging, environment applications and advise on process and workflow.


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