Kinetic recently completed a rebranding project for Norman Building & Design, a high-end custom home building and remodeling company. (Click on the images below to see a larger version)
In the primary goal to make the new Norman Building & Design logo timeless, Kinetic made these key design decisions:
The Logo Colors: The logo mark utilizes colors from the timeless building materials that the company has consistently used for the last 42 years, These home building materials are sophisticated, complementary and have definitely stood the test of time. Kinetic extracted colors from photos of the company's portfolio to establish the final three colors of the logo. And the colors needed to work well with either a white or black background.
The Logo Font: The typeface used in the logo is called "Gill Sans," a font that was originally designed more than 100 years ago, and consistently used throughout the decades and proving it's longevity. The font communicates a level of sophistication and classiness. In order to imply the strength and success of the company, as well as a visual balance, Kinetic decided to use all capital letters for the company's name.
The Logo Layout: Kinetic also laid out the "Norman Building & Design" type onto just two lines (instead of three), and thus emphasized the name "Norman." It is a fact that people will automatically shorten company names (think how Federal Express and Apple Computer shortened their names). Kinetic visually focused on the name "Norman" as the dominant word, since everyone actually referred to the company by that name. The new logo's 4:1 width-to-height ratio is also now more ideal for displaying on a website navigation bar.
Stay connected to this blog to see the company's redesign website design.
The old Pyramid logo was originally designed based on the Egyptian pyramids in the desert, but really had nothing to do with heating and cooling a home. The company sought not only a new brand identity design, but one that was meaningful and would connect with homeowners.
The new logo identity design has colors that represent the warm and cool temperatures that the company provides control of homeowners, The new pyramid design no longer is an ancient ruin, but a modern and powerful symbol that captures attention and creates interest in the company.
Stay connected to this blog for more brand identity designs for Pyramid.
At the beginning of every New Year, Kinetic Branding highlights the previous year's new and redesigned logos. Kinetic's clients are hitting the ground running in 2019 with a new brand identity, and they are excited and motivated by their new logos. See Kinetic's Logo Portfolio >
Kinetic Branding has recently completed a pro-bono logo design for a startup non-profit organization, "What If We Could?," a crowd-sourcing platform designed to showcase mini projects of local non profits, giving a glimpse into their activity in the community and allow the public to better connect.
Kinetic partnered with What If We Could? to redesign their logo in a more meaningful way, using the Kinetic Brand Energy process that uncovers the emotional reasons behind why people connect with companies.
Kinetic Branding is in the process of rebranding an Oregon networking group called PROS of Central Oregon and has just completed the organization's logo redesign. The networking group seeks to assist its members in achieving new heights of success within their professional careers by giving meaningful and relevant business referrals every week.
The newly-designed logo and campaign theme (Elevate Your Business) uses simple and foundational graphic elements and typography that are designed to stand the test of time and not be pigeonholed into a specific time period.
The new logo uses three upward arrows that signify progress and growth as well as the local mountain peaks of the Cascade mountains in Central Oregon. The new campaign theme, “Elevate Your Business,” speaks not only to the process of improving businesses, but also the high desert area in which the organization is located. Overall, the new logo is bolder, more professional, more readable, more visually balanced, and has much more meaning. The new logo also carries an elevated perception of the organization.
Stay connected to this blog to see the new PROS website design.
In logo redesign, there's an "evolutionary" and "revolutionary" approach for company's seeking an updated company logo. Central Oregon Ranch Supply decided that they desired a substantial and modern logo redesign which would imply that they wanted a revolutionary logo redesign, but they also wanted to make sure that their long-established brand recognition was not ignored, which called for an evolutionary logo redesign. Kinetic Branding made sure to accurately balance the needs of their client.
Kinetic Branding wanted to make sure they designed a "logo" and not an "illustration" when approaching the logo redesign. Many companies start out with a logo that looks more like a complex illustration rather than a simplified and well-designed logo that emits instant recognition.
The original logo was a complex illustration with a rancher on horseback with seven head of cattle. The principles of successful logo design is to simplify, with the mantra "less is more." Major companies like UPS, Starbucks, FedEx, Apple and Microsoft all redesigned their corporate logos by simplifying the original design.
Balancing the subtleties between evolutionary and revolutionary logo redesign, Kinetic decided that a limited display of rancher and cattle silhouettes could work as a reverse (or negative) image within a modern mountain-scape to maintain long-standing recognition. But Kinetic also realized that a simplified logo shape and a modern typeface would create the perfect balance between an evolutionary and revolutionary logo redesign.
Stay connected to this blog for the C.O.R.S. website design.
Malibu Soccer Academy engaged Kinetic Branding to help them redesign their logo, website and brand identity image. The company is a large Malibu, California-based organization that helps young children and teens improve their soccer skills through a community group that embraces fun and discovery.
Their original logo (shown above) and website for Malibu Soccer Academy focused on improving soccer skills, but lacked any social connection that would foster the core desire for belonging and human interaction.
Kinetic designed the new logo and website (shown above) to invoke a human emotion of connectedness and human interaction. The company website highlights fun moments where the children and teens are displaying their unique personal identity, thus making the sport of soccer more than just a game, and the company more than a camp.
The new logo is in the shape of a panel on a soccer ball, with the top portion using a soccer ball as a sun with sun rays and setting over a horizontal line, like the sun setting in the Malibu sky. The typefaces used in the new logo are more modern and sports-oriented.
Kinetic created the "Bring Your Game" campaign, focused on the individual and their unique personality that they can bring to the game of soccer. Having something special to bring to the community is valuable and what you'd children desire.
See Our Logo Design Portfolio >
See Our Website Design Portfolio >
Below is a throwback blog post from our old website in 2012 of a logo redesign for Northwest Belt. Today, nearly six years later, Northwest Belt has taken full advantage of their redesigned logo as well as a redesigned website, and the company is actively growing and thriving.
Brandmark Redesign for Northwest Belt
Kinetic Branding recently redesigned the company logo for Northwest Belt & Conveyor Company, an organization that refurbishes industrial grade conveyor belts for companies who want to save money. After determining the company's unique Brand Energy Formula of 1] Get the Best, 2] Control, and 3] Convenience, Kinetic began the logo design process by focusing on their formula.
The original logo served Northwest Belt for the many years since the beginning, but needed to be updated with the company's growth. The old logo design did not connect with the company's core audience. It also did not present the company as a national brand that it has become over the years. Northwest Belt needed a new logo that better represented their company persona and could connect with consumers on a deeper level.
Kinetic focused on two emotions ("Get the Best" and "Control") when designing the new logo. In creating a logo design that appeals to plant operators who desire to have the best and want control over their operations, Kinetic knew that by designing a logo that feels like a quality control badge or emblem, customers would be reassured that the company is focused on the highest of standards.
See Our Logo Design Portfolio >
Kinetic Branding recently completed a logo redesign and brand identity design for a well-established janitorial business. Under new management, the owners of Inception Janitorial wanted to bring new meaning to their business, so they engaged Kinetic Branding to revitalize their brand image. The new logo design focuses on the Emotional Elements of "Control" and "Get The Best" – which focuses on a superior level of cleanliness that customers are not used to.
Kinetic Branding recently completed a naming and logo project for New York-based ASI System Integration. ASI is North America’s leading independent provider of IT services, solutions, and technologies. The company engaged Kinetic to rename the company and design its new corporate logo and website.
ASI was one of many 3-letter initial named organizations in the IT industry, like CDW, SHI, UDT, HPT, and others that was having trouble standing apart and telling a unique story. The "A" in the "ASI" name didn't stand for anything after a company merger. The old ASI logo (shown right) was competing with more than three dozen other companies with the same initials and somewhat similar logos.
The new company name, Agilant, is a combination of the words "agile" and "vigilant," the two words that continually defined the company and its Brand Energy Analysis, which had the Brand Energy Emotions of "Control" and "Convenience." Agile represents the ability to be flexible and create custom technological solutions for their clients. Vigilant also represents the company's dedication and loyalty in creating powerful solutions for their clients. Both words fit the company's unique Brand Energy Formula.
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