Objective – Rebrand the Bismarck based security company with a high-end look.
Obstacles – As with any logo and identity overhaul, its careful to examine the previous look in order to hold on to as many elements as possible. In the case of Blade, the previous logo was a mangled eagle head turned into a knife. All elements needed to be upgraded.
Solution – Working with a clean canvas, Absolute Marketing Group broadened the literal meaning of a blade from a straight or jagged line into a series of curved sickles that resemble an overseeing eye. That graphic mimics classic symbols such as the Masonic eye-an element that is synonymous with tradition and presitege. Inlaid with the text was the traditional vision of a blade. The typography’s hard lines symbolize a rigid stability. Formerly red, white and blue, Blade’s color palette was simplified for contrast and higher recognition.
Objective – Develop a sophisticated, polished brand identity for Private Wealth Group in Fargo, North Dakota.
Obstacles – Private Wealth Group is an independent firm that works under Raymond James Financial Services. The corporate standards of Raymond James require relatively stringent obedience.
Solution – For a visual element, the initials PWG became transformed into a shape that’s open for interpretation. Some see it as an eclipse while others see the horns of a bull. Both visions resonate strength. In order to adhere to and promote Raymond James, a similar typeface was used. The sans-serif font and capitalization of Private Wealth all mirror that of Raymond James.
Objective – Create the Santa Lucia Take ‘N’ Bake brand from scratch.
Obstacle – Santa Lucia is a fairly well known restaurant in the Fargo-Moorhead area. Absolute Marketing wished to capitalize on the name recognition. Though echoic-ally sound, the marriage of Greek, Italian and corporate elements becomes delicate.
Solution – Since the take and bake brand utilized the name of its successful parent company, it was determined the logo should also utilize corporate elements. For Santa Lucia Take ‘N’ Bake, the lettering of the Santa Lucia restaurant was used. For identity purposes, the color was changed from red to white with a gold border. White and gold is very Greek but still universal. The predominant Italian flag assists in the shift from a Greek/Mediterranean restaurant to a pizza establishment. Combined, the elements create a banner similar to the ones that had been won by the owners’ father for pizza excellence in Winnipeg, Manitoba.
Objective – Develop a unique visual to promote the Smart Move Rewards campaign for Fargo-Moorhead RE/MAX realtor, Aaron Nissen.
Obstacles – Promotional logos and slogos (slogans with visual elements) generally have short life spans. Moreover, the workload of a promotional logo is generally higher as it has to inspire immediate action whereas a branding logo should be easily recalled in order to achieve top-of-the-mind awareness.
Solution – The Smart Move Rewards logo took a very literal approach with effective creative elements in order to promote the program. A one color logo provides opportunities to be cost effective and transfer across several media. Positioning the cardboard flaps within the logo provided movement to what otherwise would be a very dull picture of a closed package. Ultimately, the Smart Move Rewards promotional logo satisfied its objectives.
Objective – Perform a complete identity overhaul.
Obstacles – Fargo-Moorhead’s construction market remains fairly saturated. Specialization and differentiation mean survival. The Vance Construction logo needed to break the mold. The formerly feminine logo needed to be abolished and replaced with something more masculine and secure.
Solution – The first step was to eliminate any trace of femininity. This was achieved in two ways. The first was color. Though yellow is a gender neutral color, the warm gradient represents more energy. That energy gets transferred into the second masculine component, straight lines. The majority of of the logo uses sharp right angles or 45 degree angles. The straight lines and clear angles also demonstrate competence in construction. Lastly, the house within the A in Vance helps differentiate Vance construction as an interior and generally home remodeling specialist.
