Brand Refresh – Case Study #1

May 26, 2012

I recently completed a brand refresh for Diane Taylor of Taylored Massage Therapy, located in Stow, Ohio. Diane had contacted me asking if I could give her a few ideas regarding a new logo for her business. Like many small business owners do when they are first starting out, Diane had designed her own logo based on a font she liked. Five years later, her company name and font had made its way to signs, custom-embroidered shirts, online media and all of her printed materials. A completely new logo and rebranding would not only be expensive to implement, but there was also the risk of compromising her hard-earned market presence.

The challenge: How do you introduce a new and original logo to an already established brand? More importantly, how do you transition to a new logo while respecting the client’s initial design and budget?

The solution: A brand refresh.

Taylored-logos

After reviewing a handful of initial concepts, Diane selected the basic structure found in the final solution on the right, incorporating the main font from her first logo into the new one. We both agreed that the icon separating the words MASSAGE and THERAPY had to be something unique and clever. Her business’ initials, TMT, provided a symmetry and balance that I wanted to explore, and so I got busy and presented Diane with the following:

Taylor-icons

As you can see, the design went through several phases. First, I approached the problem with a rather traditional solution (a nice way to say “it has a swirly thing” that represents a spa-like experience — thank goodness Diane wanted more than the expected!). From there, I explored very simple icons that depicted the natural symmetry of the initials TMT. As much as I liked the clean lines and simplicity, the logo concepts lacked the warmth and interaction associated with the business it was supposed to represent. As the concepts progressed, I modified the forms to suggest the actual act of touch and massage. We went through several variations, and I knew we were getting closer.

The final solution came as a result of drawing two letter Ts and having them come together to form the letter M. The Ts are equal in size and stature (almost bowing to one another), and represent the client and the therapist coming together. To some, only the M is visible in the icon, which is perfectly acceptable. For them, the M makes sense, as it represents the word “massage.” However, to those that take the time to explore the actual form, the Ts become evident and provide a fun little discovery.

Stewart's Caring Place Hope Walk

May 12, 2012

One of the things I love best about being a graphic designer is that I often have the opportunity to see my designs in action. This morning was no exception, as a sea of green cancer wellness supporters flooded the sidewalks along Market Street and Smith Road in Fairlawn for the 6th Annual Stewart’s Caring Place Hope Walk.

Stewart’s Caring Place: Cancer Wellness Center provides free support services to individuals and families touched by cancer in Summit, Medina, Stark, Portage and Wayne counties. You can learn more about Stewart’s by visiting their website here.

For the past couple of years, Lime Creative has provided design services to Stewart’s as a way of bringing awareness to their important work. This year’s brochure and t-shirts were a lot of fun to design. If you look closely at the shoe print, you can see the familiar Stewart’s butterfly within the tread pattern. But more important than what is printed on the shirt is who’s wearing it — hundreds of cancer survivors, friends, family members, volunteers, local sponsors and supporters of Stewart’s Caring Place. What a fantastic event!

StewartsHopeWalk2012b

Planting Seeds at Spring Garden

February 23, 2012

For the past couple of months I have had the privilege of working with the staff and parents at Spring Garden Waldorf School in Copley, Ohio. We have been working on a number of exciting and important projects, but none compare in physical size and overall significance to this — Spring Garden’s mission statement.

By engaging the head, heart and hands, Waldorf schools focus on developing young citizens that not only contribute to the beauty of the world, but are also steadfast in their love of discovery and learning. If you are unfamiliar with the principles of a Waldorf education, I encourage you to view this video on YouTube® entitled The Gift of Learning.

As for the sign itself, it was printed by DCI (Digital Color International) here in Akron. Below Andy Liptak and John Shaffer (patiently) hold the sign while yours truly snaps the photo. Thanks guys!

SpringGarden-sign

The fight continues

May 02, 2010

Yesterday was the Cystic Fibrosis Foundation's Great Strides walk for a cure in Toledo, Ohio. This annual event is the largest fundraiser for the Cystic Fibrosis Foundation. Each year, about one in every three thousand children born is diagnosed with CF, a disease that causes respiratory and digestive impairment, infections and poor overall growth. Another 10 million Americans are symptomless carriers of the disease, making CF one of the most fatal, inherited diseases. The goal of yesterday's walk was to raise awareness of cystic fibrosis and generate funds to improve and extend the lives of those with CF, until a cure is found.

Saubers

This year, Lime Creative sponsored the team Sauber's Strength at the Great Strides walk, representing Leah and Evan Sauber of Millbury, Ohio. Leah and Evan are two amazing kids that are doing exceptionally well thanks to their family's tireless efforts in caring for them and working to help fund CF research. Yesterday, over 1000 walkers participated in the walk, raising thousands of dollars for CF. Lime Creative is fortunate to have been included in this great cause by providing free design services for their promotional flyers.