Perhaps my favorite part of the design process is helping present companies with uniform, visual expressions. Below are examples of a few logos that I have designed and evolved:

					The Lincolnshire Club: Revitalized tennis courts, workout facilities... and logo An upscale image was created for the growing, multi-faceted club The monumental "L" acts as a workout treadmill as well as a victory platform Hand-lettered "Lincolnshire" connotes exclusivity as a personalized "autograph" Human form is both male and female: gender is in the eye of the beholder!
					Laural Supply: Branding a woman-owned business The previous gender-neutral cartoon character was eliminated in favor of a strong, confident woman Easy-to-read wordmark combined with new character Wrench (as exclamation mark!) replaced plunger to further promote strength Blue and gold color palette added to black for impact, and extension to web and collateral graphics
					The Kalva Corporation I scream, you scream, we all scream for ice cream! Because this ice cream coatings company logo had equity in the marketplace since 1935, I retained the essential logo elements while condensing them into a more unified unit By eliminating the superfluous white space around the letterforms, the new wordmark can now appear larger in smaller applications (business cards and packaging)

AquaHealth Healthy is now sustainable Aquahealth realized that its product was perfectly suited for the growing "green" marketplace and sought to invest its identity with a tagline that is Earth friendly Letterforms are strengthened with a dropshadow, and set against a patterned background

					Abbott Rubber As the hose grows... Abbott Rubber began with a small group of hose and accessory products for industry. As customers made special requests, the company developed more products tailored to their particular needs. A wordmark was developed with a color-coding device Each category is shown in the identifier box Click to enlarge
					Northwestern University: Masters of their own identity Intertwined stylized DNA strand and wordmark to announce the university's new masters program Color palette utilizes Northwestern University's strict design rules
					American Service Insurance: "Service is our middle name" Symbol created to emphasize "Service", including bold lettering and an enlarged letter "S" that just can't be contained by the Red and Blue color blocks that format a patriotic pair of letters I applied the company's casual use of the phrase: "Service is our middle name" to the logo as a terrific tagline
					Care in the Home: Health Services with heart Several equity elements were combined into a cohesive single unit that is easily placed on business cards, collaterals, signage and vehicles "care" enlarged for emphasis "in the home" phrase was placed on a single line and logically brought within the outlined home shape "Health Services" now shares the same typeface as other words
					Genex: Logistics Experts ...not "Generation-X" - kids on skateboards Retained directional ball and arrow symbol, and reduced its proportion in relation to the GENEX name Curved, gradated arrow suggests the dynamic motion endemic to the company's logistical finesse New tagline communicates core service: "Full Load Logistics throughout North America"
					BP Technologies: Custom Software Solutions New logo includes an actual balance point Color palette introduced for implementation in online and offline marketing materials
					Active Foam: No time to rest on its laurels Evolved name shifts emphasis to the word "ACTIVE", as the company actively moves away from its initial single product line (foam), and toward a focus on several other product lines Color-coding introduced for topmost wave and product line names to help 'brand at a glance'
					Creative Impact Group: Time for Creativity... and Impact! Event planning company needed pizzazz without altering their recognizable rectangular shield. Enhanced Colors and typography were explored for visual punch Arrow element added to letter "A"; which was then extracted, rotated and extended for use in various print and online applications
					Jay Manufacturing, Inc.: Visual packager demands a visual identity New logo colors and action breathes life into manufacturer's identity Evolved name includes "Visual Packaging" to communicate the company's involvement in the design of dies for manufacturing clear plastic packaging blisters & clamshells
					Larry Roesch: Cadillac treatment for its identity Mr. Roesch had one instruction for his well-established Chicagoland auto sales company: "Whatever you do, don't change the logo's shape!" The solution included standardizing the symbol to always appear as a sophisticated light gold color Each auto manufacturer and division differentiated by color-coded center bars Standard type implemented to identify various auto manufacturers. Thus, text was used to replace visually-confusing (auto mfr.) logos within the central bar area
					CG Realty Group: Beyond Realty CG Realty Group grew rapidly during the housing and building boom of the 1990's. Different opportunities led to the creation of different divisions Goldenrod Garamond lettering was retained, while the black rectangle was reduced to a square shape which contains icons for each new division Lowercase letters used for "R" and "G" to keep the name of the company uniform, while uppercase letters denote: "Construction, Homes & Condos and Custom Builders Color-coding introduced to brand-at-a-glance
					J & M Sales, Inc.: Every drop counts Re-focus plumbing product manufacturers rep. from the "&" to the owners' initials: "J & M" while retaining the pipe letterforms. No other project would allow this fun typeface! Added a bit of splash and color to the original logo's drop and nearly unrecognizable puddle Enlarged the "sales" lettering to ensure its readability in small applications.
					Cicero Manufacturing: Precise, custom-solutions for its clients and itself Logo solution emphasizes unique name "Cicero" De-emphasized the other words in the company name, and added the "Inc." for legal purposes Horizontal lines recall the precision measurements suggested by the name; and also help the letters flow into each other -- as does the ligature of the "R" and the "O"
					The Klezmer Music Foundation: Teaching all ages "Klezmer" lettering "de-compressed" to improve legibility "Klezmer Music" enlarged for emphasis The letter "R" now completes the top of the Treble Clef "Foundation" letterforms made lowercase, allowing the letter "d" to complete the base Treble Clef Four (Jewish) stars added to recall Klezmer Music's historical events, paralleling the Chicago flag which commemorates four unique events in the city's history
					LaGrou Distribution: Transport, warehousing and logistics New logo explorations unite wordmark, symbol and tagline into a cohesive single expression Kinetic solutions currently under examination to permit branding of different divisions and locations
					Wilcor: The high-quality solid surface specialist Letters were re-spaced and dimensionalized to add presence Different surfaces inserted into the rounded space beneath the letterforms to display company's product lines Alternating line weight of the symbol's curve (separating the black and white colors) adds the necessary flare that the company's products encompass
					Matthews Employment: Job Placement in the new millennium Letterforms and horizontal striping modernized and refined Capital "M" enlarged for emphasis on name
					Tranergy: Innovation through Understanding Eco-friendly by design Logo energized with motion lines and stronger angles "Going green" in addition to environmentally-friendly design was reinforced by changing the color scheme Tagline modified to better convey the company's emphasis on both innovation and "green" design
					Production Tool & Supply, Inc.: Made in the USA Logo re-purposed for this American designer/manufacturer of machine-specific metal parts. Heroic emblem is now worthy of Superman -- shirts were even printed! Shapes of typical parts formulate forms each of the letters: "P", "T", and...rotate clockwise..."S"
					McClure Engineering: Engineers with vision Modified "Sigma" symbol (Used in mathematics, engineering and statistics - three core areas of the firm) orients logo to its specific audiences Initials "M" and "E" emphasize the "McClure Engineering" portion of the name through use of proportion and positioning Illustrated hand and compass humanizes the company New tagline connects company and customer
					Keep It Simple: Conceptual Project Illustrate the phrase "keep it simple". Using type and numerals did the trick.
					Reed Scott Adler Now I'm a "marked" man Often people are not used to hearing "Reed" as a first name; and think it's "Lee" or "Steve". However, with this homonym, I'm now an open book that you can "read". As a designer, I recognize the power of branding, and know that, while I might change my hairstyle or clothing, this symbol recalls my name - and hopefully a smile. RETURN TO TOP