JoeGravity_samples

LOGOS & BRANDING
Joe Pfahl art &design: print, video, web, illustration
3424 24th Avenue S., Minneapolis, MN 55406 • 612-244-9981 • joegravity@gmail.com • joegravity.com
BucketBoss Brand logo
Design, production.
Portable Products 1996
G L O S S 1 0 0
VANGUARDV
S y s t e m O n e System One
VANGUARDVANGUARD
Usage examples, continued
Brochures
Printed and digital (pdf, tablet/ebook and other formats) booklets for
Medivators products and services.
Digital ads
Banner ads, e-blasts and other
online marketing tools showcase
this design platform, though size
and content requirements must be
taken into account.
The Label
The central element of the Medivators graphic system is the “Label”.
It prominently features the headline, leading body text and Medivators
logo in a standardized, recognizable form. In most cases, it is placed
over a large photo or color field.
HEADLINE
Brief body copy block, not more than a few
lines. It must stay clear of logo and not go
below it.
MEDIVATORSA Cantel Medical Company
Headline font: Helvetica Neue Extended
Set in ALL CAPS, Color: 100% black
Size: around 2x body copy
Kern in slightly (set letters closer together)
Add approx. 1/2 line of leading space below
Medivators/Cantel logo in lower right corner of box
Color: PANTONE 285 C (or cmyk process equivalent)
Web hex color: #3987C8, Approx. minimum size: 3/4”
wide; no wider than copy margins in box. Minimum clear
space: height of “M”
White rectangle, Corners rounded
approx. 3-5% of width or height,
whichever is larger. Minimum inner
margin: approx. 2x corner radius,
and a 50% black drop shadow
set with with a subtle blur and no
offset.
Body copy font: Helvetica Neue
Roman, Color: 60% Black
Size: minimum 7pt, cap height no
larger than Medivators “M”
Color usage
The Medivators Blue is the foundation of the color system; it is used in the logo and
as the primary color in designs.
A secondary set of colors that compliment and harmonize with Medivators Blue is
available for accenting and highlights design elements, and for organization; i.e.,
color-coding product lists. Additional tertiary colors, tints and shades of the above
colors, may be used to add depth and variety to layouts.
Gradients may be built from these colors as well. In all cases, the color palette must
be limited and disciplined.
MEDIVATORS Blue
PANTONE 285 C
91C 53M
HEX #2870C9
MEDIVATORS Blue
Gradient +40K
0C
40M
100Y
Secondary Colors
0C
60M
100Y
85C
0M
50Y
10K
40C
0M
100Y
10K
41C
64M
100Y
39K
16M
40Y
Tertiary Colors
38C
76M
100Y
48K
24M
40Y
95C
79M
50Y
63K
18C
11M
91C
53M
0Y
60K
(MEDIVATORS
BLUE +60K)
20C
6M
16C
0M
40Y
4K
70C
52M
94Y
61K
34C
0M
20Y
4K
96C
38M
68Y
27K
NEW DIRECTIONS
Advertising and marketing graphics guidelines
Spring 2014
Envirecycle branding
Ink company logo and brochure. Concept, design,
production. Waryan Design 2001
President Homes logo
Real estate company. Intercross 2006
AURI Ag Innovations branding
Institutional logo, annual report,
brochures. Concept, design,
production. Smedsrud &
Associates 1991
Ecolab product logos
Logotypes for floor finish lines.
Concepts, design.
Intercross 2008
WLTE Radio station logo
Wide usage in print publicity,
animated TV commercials.
Concept, design, production.
B. Suter Graphics 1993
ATA logo
Drone photography
company. Concept,
design. 2012
identity
Logo, print stationery & website design. Intercross 2009
New Directions brand guide
Medivators graphic identity booklet.
Design, writing, production. 2009
University of MN CCE “Infotech” brand
Branding system for the U of M College of Continuing Education Information Technology courses.
Design, photo direction and editing, writing, production. Creatis 2000
Prairie Home Beef logo/website
Concept, design, production. Intercross 2007
Intercross symbol
Graphic design company logo.
Design, production. 1997

Print Design: brochures
U of MN History
brochure
Departmental
booklet. Concept,
design, photo editing,
production. Envy
Communications
2004
Hanna Andersson catalog
Print production. 1997
Stone Medic catalog
Floor maintenance full line product
catalog. Concept, design, photo
editing, production. Intercross 2004
BucketBoss catalog
Concept, design. Fiskars 2002
Fiskars promotional catalog
Design, photo editing, production. 2002
BucketBoss garden tool flyer
Concept, design, photo direction/editing,
production. Fiskars 1997

Print Design: Packaging
Contractor’s Rig tool belt box
Retail packaging design, photo editing, production. 4-color
process flexo direct printing on coated corrugated stock.
First-place award winner for Kell Container at
TAPPI CorrExpo Atlanta Corrugated Containers
Conference. Portable Products 1996
Carl Buddig packages
Retail polybag print production. Precise films
enabled West Pac printing to double web press
run speed. B. Suter Graphics 1993
CH Robinson Pink Ribbon crate
Watermelon floor display. Photo editing,
production. Intercross 2009
G. Weiler hang tag
Retail product line cardboard label.
Concept, design, production. 2003
Parachute Bag Pro box
Retail cardboard package.
Illustration, photo editing,
design, production.
Portable Products 1996
GHR-15 boxes
Diet supplement retail packaging. Concept,
design, production. Intercross 2008
Builder’s Rig AirLift box
Tool belt package, 4-color label. Design, photo editing,

Print Design: advertising
www.medcarelifts.com l 800-695-4479
151 East Cliff Road, #40, Burnsville, MN 55337
Because Jenny uses Medcare Ceiling Lifts to lift and transfer patients at work, her back is
pain-free so she can enjoy time with her son.
Join the Medcare Movement for Nurse Well-being and challenge the tolerance for
manual-lifting. Safe Patient Handling through the use of lift equipment is not only
safer for the patient, but for nurses, too! Live your life pain-free and say no to back
pain due to manual lifting. Visit www.movementfornursewellbeing.com to learn
how to help your facility change its culture to safer lifting.
Movement for Nurse Well-being—
A national effort intended to draw attention to the need for cultural change with regard
to back safety issues directly related to the lifting and transferring of patients. This is a
call to action to challenge the tolerance towards manual lifting and inspire nurses to take
control of their own well-being, health and safety via the implementation of safe han-
dling programs. This movement invites nurses of all ages to share their experiences and
inspire caregivers to care for themselves, too.
Play with my son after work? No Problem!
Demos & studies available at DDW Booth 3034
Studies show ENDOCUFF™
Endoscopic Overtube assisted
colonoscopy significantly
increases ADR and assists in
complex polyp removal.
Provide the highest standard
of care for your patients.
INCREASE
YOUR
ADENOMA
DETECTION
RATE
No ENDOCUFF Endoscopic Overtube
Unable to control tip of colonoscope
ENDOCUFF Endoscopic Overtube attached
Same scar evaluation
Your Best Practice
is Our Promise.
E N D O S C O P Y P R O C E D U R E • E N D O S C O P Y R E P R O C E S S I N G
MEDIVATORS.COM
© 2014 Medivators Inc. P/N 50098-498
ENDOCUFF™ is a trademark of Arc Medical
Design Limited
Medcare
architect mailer
Folding coupon flyer.
Concept, design, photo
editing, production. 2005
Bayer agriculture direct mail campaign
Post cards, flyers, collateral. Concepts, design, photo editing,
production. Meyocks & Priebe 1999.
Medivators Promise campaign
Full-page magazine ad design, photo
direction/editing, production. 2013
Medcare patient slings campaign
Full-page magazine ad design, photo
direction/editing, production. 2007
CH Robinson Growing
Opportunity ad
Full-page magazine ad
design, production.
Intercross 2010
U of MN Infotech ad
Newspaper ad design,
production. Creatis 2010
Cellular 2000
phone billboards
Design, production.
Meyocks & Priebe
1999

Digital Design: advertising
video production
Intercross
promotional
video
Concept,
copywriting,
storyboard. 2011
This is Minneapolis. We handle
downtown clients here with big-city
expectations.
1. STONE ARCH BRIDGE
INTERCROSS INTRODUCTORY VIDEO
3. INSIDE THE OFFICE
2. OUTSIDE THE OFFICE
4. SMALL-TOWN CROSSROADS
...and a friendly, highly capable
staff. We deploy the latest top-end
equipment and software, and apply
proven techniques for design and
quality control.
This is our office. We have low
overhead, down-to-earth values...
We’re Intercross Design. Small enough
to be nimble, big enough to be
capable. Where quality, speed and
value meet. Call us today.
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Our Promise banner
Medivators YouTube page graphic.
Design, production 2013
Medivators web banners
Corporate promotional images. Design, production 2011-14
Findlaw email
Design, HTML coding. Intercross 2010
W3I music download ads
Promotional web landing pages. Design, image sourcing. Intercross 2008
Let’s Dish holiday sale email
Design, HTML coding. Intercross 2010
Medivators Promise online
promotional video
Concept, storyboard, direction,
digital editing, production. 2013

Digital design: websites
February:
3 Huun-Huur-Tu with Steve Sklar's
Overtone Orchestra
4 New Riverside Ramblers
7 International Guitar Night
8 Open Stage
10 Felonious Bosch with Captain
Yonder
11 Sweet Colleens
16 Harv 16
17 The Pines with Spaghetti Western
String Co.
18 Eight Head
19 The Bobs with Bob Malone
23 Patrick Street
24 Curtis & Loretta
25 California Guitar Trio
26 Pat Donohue
March:
3 Harmonious Wail
4 New Riverside Ramblers
5 Catie Curtis with Alto Trio
8 International Women's Day
10 Loudon Wainwright III and   Marlee
MacLeod
416 Cedar Ave So., Minneapolis
612.338.2674
Email Newsletter Signup:
Get the latest on The Cedar!
Enter your email address:
sign me up!
The Cedar is committed to presenting the
world’s finest traditional and contempo-
rary performing artists. Located in
Minneapolis’ West Bank district, we are a
non-profit, grass-roots organization
hosting over 150 concerts, participatory
dances, and community events each
year. More Info
The Cedar is now offering a new secure
online Donation Form! It makes donating
easier than ever. Check it out.
Members 2-for-1 Concert for February: Curtis & Loretta - February 24
From the Hot Tuna show:
"Quite simply, the Cedar Cultural Center is a great place to play. Another sold out show
filled with folks who don't care about the cold. God bless them."
Jorma Kaukonen (12/10/05)
Also check out The Cedar's new Photo Gallery!
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan
et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te
feugait nulla facilisi.
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euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan
et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te
feugait nulla facilisi.
Hun-Huur-Tu
Tuvan Throat Singers, Saturday, Feb. 2
Tickets $18 advance, $20 door
DONATE
ABOUT US DIRECTIONS
GALLERYVOLUNTEER
HOME CALENDAR
TICKETSmap
Drupal-based corporate product website. Design and initial build collaboration,
completed build and site updates. 2010–15
KoreanInstitute.org
Drupal template-based website for nonprofit educational
organization. Design, construction. 2015
MedcareLifts.com
Medical hardware website. Design, build, HTML coding. 2006-09 Pro-TecDesigns.com
Security tech company logo, branding
and website layout. Intercross 2011
CCE.UMN.EDU/BAS
University of Minnesota College of Continuing Education Bachelor of Applied
Science program website. Design, build, HTML coding. Creatis 2000
Cold Cranking Amps website
Design, graphics, HTML programming.
1999
Cedar Cultural Center website
Concept, layout. 2006

Digital design: Presentations
Trade show displays
Medivators presentation template
PowerPoint concept and design, branding
project component. 2014
Seriously, it’s a
good idea for
Medivators.
YOU NEED TO HIRE ME
Thursday, February 12, 2015
WHY HIRE WHY ME WHY NOW WHAT WE CAN DOWHAT I’VE DONE
WHAT WE’VE DONE TOGETHER
7
Medivators website Ad campaigns Promise video
Endora storyboard Cantel PPT Identity guidelines
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NEW DIRECTIONS
Advertising and marketing graphics guidelines
Spring 2014
Usage examples
Websites
The Medivators website and other company sub-sites follow the same
colors and fonts as the other materials, and they conform to Cantel
standards as may apply.
WHAT WE’VE DONE
WHY HIRE WHY ME WHY NOW WHAT WE CAN DOWHAT I’VE DONE
WHY JOE PFAHL
•PROVEN, Long-term working
relationship: trust, rapport,
communication, understanding
•Proven talent, skills, experience
•Network of additional resources
•I’m a bargain - An agency would probably
charge much more, then hand it off
4
PROVEN
WHY ME
Self-promotional
presentation
Concept, design,
illustration, production.
2015
People Architects Inc. presentation
Communicating Value, Presenting Expertise.
Design, image sourcing, illustration,
production. 2011
CH Robinson Market PMA booth
Produce Marketing Association show concept.
Concept, panel layouts. Intercross 2007
Cantel Medical
presentation
template
PowerPoint concept,
design, production.
Medivators 2013
Medcare display
Design, large format production. 2008
Intercross design office booth
Concept, design, large format
production. 2009
Bucket Boss Outdoor booth
Concept, design, large format

digital & print Illustration
Best Wishes for the
from all of us at In
Every snowflake has a unique six-s
See if you can find the eight-sided mistake-flakes o
Coach Napoli
MN State High School award.
Pencil portrait. 1984
NK Branding Iron
Northrup King Corp. digital rendering.
B. Suter Graphics 1993
Tom McGrath
“Woodcut-style” felt-tip pen drawing of poet
for New North Artscape Magazine. 1989
Oiling the Gears
Digital illustration for University of MN
Marketing Dept. Creatis 1999
Flower Truck
Chalk drawing for CH Robinson
trade show booth display.
Intercross 2007
Hats Off to Bright Water postcard
School event publicity collateral.
Design, illustration, production. 2013
Celtic Tattoo Art
Tattoo design referencing medieval Celtic art. 1998
Teamwork
Digital illustrations for People Architects presentation. 2010
Celtic Cross
Book illustration for
Homilies for the Whole
Community by Michael
Hayes. 2007
Babe the Blue Ox
Large outdoor display, companion for 25 ft.
Paul Bunyan statue at a Minnegasco event.
Aquent 1999
3M Machine
Digital technical illustration. B. Suter Graphics 1994
ZAP
Digital label.
Intercross 2009
Season’s Greetings
Holiday postcard. Concept, design,
digital illustration. Intercross 2010
Curry’s John Brown
Linocut print inspired
by John Steuart Curry
painting. 1984

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