A First Look at Our New Look full story
You may be the last to know. “Wonder if we should change our logo?” you mutter, thinking nobody heard. And then a collective cheer goes up in the adjoining office. Sound familiar? As much as you might be tired of your own logo, you have to also ask if the market is tired of it. At ColorCraft, “yes” and “yes” were the answers. We decided to revamp our brand identity, and asked a local firm for help.
Our request was simple, we thought: the new identity should be long-lived, visually appealing, memorable even when in motion, and easy to implement across various applications, including apparel. And—oh, yes—printable.
According to the design staff: “After interviewing clients and co-workers, the heart of the company took shape for us. It’s a great company, but the rainbow graphic image and tame tagline it was using didn’t reflect the range of capabilities, or the high quality. Our goal was to create an identity that would reflect the company’s core competency: impressive commercial printing and great customer service."
Finding a new tagline was an important step: When you’re sharpening up your identity, a new logo is just the tip of the iceberg— it’s most visible, but it rests on a lot of other marketing work. And it all has to work together. After client and employee surveys and lots of debate, we chose “Great Impressions.”
Now, the actual ink-to-paper logo work could start. We explored a number of directions that could reflect the full-color symbolism, but without falling back on the dated rainbow or overused CMYK. We did not specifically set out to create an animal motif. Ideas regarding adaptability and color came to mind. Ideas using a few different critters were designed, but we also wanted to explore the aspect of pride (in workmanship).
So the early favorite was the peacock. Composed of feathers made of paper, it fit all the criteria—and frankly, it’s gorgeous. The logo’s clean lines lend it to a variety of printing techniques: stamping, embossing, silk-screening, embroidery, even tattoos.
As the logo was refined, the designer decided to attribute different colors to the various applications, which adds a visual suggestion of flexibility and attention to detail. The palette used in the multifaceted designs plays an important role for the mark. The overall shape, with or without the logotype, makes it an easy fit across many applications.
We are thrilled with the outcome and look forward to seeing the trucks carrying the proud mark throughout the Metro area. It’s exciting to have a new look—and the reaction to the new identity has been overwhelmingly positive. It truly does make a Great Impression.
Spark continued
Ideas (brain activity) won’t take shape in a vacuum. We are all a combination of visual and verbal learners and if you’ve been beating up the visual brain for hours, let it rest. It works both ways. If you’ve been drawing, talk; reading, walk; discussing, sketch. Working alone? Bounce the challenge off of another person, anyone. You may not like what your sister-in-law had to say, but that alone helps to determine direction.
At ColorCraft, our jobs are about helping produce great ideas. We’re also here when you need an ear.
Sterling Ink full story
More is more. 2,058 more. Pantone® has added more colors with their new Goe™ solid color system. Buzz Lee, pressroom foreman, is excited about the change. “They’ve made changes to benefit the printer and designer. They’ve thought about the tools we both need and the future of printing and design.”
Some key benefits are:
• Uniform ink consistency on the chips; your book matches the press book and the client’s book.
• Instead of finding a yellow as: 106, 3945, 604 or 7403; there is now intuitive numbering system and chromatically arranged chips.
• They have added digital components to span print to web such as the CMYK and RGB formula on the chips.
• Ten mixing inks; utilizes current equipment to allow for immediate mixing of the new specified color or an original specified color.
• They are even offering adhesive backed chips!
ColorCraft is ready for you to specify PMS 34 5-4 C or the classic 506. We’re here to move forward with you. Ask your rep about how to get more info, books and software.
