A company’s logo is one of its most valuable—and visible—branding
tools. A strong logo deﬁnes an organization and sets it apart from
competitors. Designed eﬀectively, your logo enables your audience to
Several components must be considered when creating or updating
a logo, from colors, graphics, and symbols to typefaces and taglines.
Distilling these complex elements into a distinctive visual identity
requires focus, patience, creativity and skill. A great logo carefully
balances these elements to convey the essence of your company.
An ideal logo evolves over time as a company grows, shifts or expands
its market focus, changes its product line, or simply wants to refresh its
image.The following six examples highlight eﬀective logo makeovers
that improve on existing designs while retaining key elements to
maintain the brands’recognizability.
Refreshed and Revitalized
Arc2Earth provides Geographic Information Systems (GIS) products for a wide range of industries throughout the
world. While the new logo is similar to the original version,making it easily recognizable to existing customers,
some important changes were made to refresh and and revitalize it.The typeface has been updated for a simpler
and cleaner look.The arc shape is more defined and clearly represented.
Refining Brand Promise
Customized Distribution Services provides logistics,transportation and warehousing solutions for organizations
across the country.The company’s revamped logo clearly shows a case of product—the primary unit of measure
that CDS handles for its clients—surrounded by arrows that signify the speed of cases moving through CDS
warehouses.The choice of colors was intentional:Green represents the CDS commitment to sustainability,orange
represents both safety and the customer’s visibility into the CDS management process,and blue harkens back
to the original logo to reflect the company’s depth of experience.
Rx for an Ailing Logo
Auto Rx works with pharmacies to facilitate prescription processing for people injured in car accidents.By using
a friendlier typeface and moving the medical aid icon outside the text,the logo has become simpler and more
readable.Treatment of the“Rx”symbol more clearly identifies the company as being involved in the business of
Less Complex = More Effective
Graffen Integrated Business Solutions helps its customers incorporate technology into their business by providing
IT solutions,dictation and transcription systems,and managed print services.The company’s revamped logo is
eye-catching and appealing.The updated tagline more clearly reflects the company’s mission.The complementary
color palette is clean and refreshed while retaining a similar shade of the original blue for enhanced customer
recognition.Now less complex,the logo will reproduce well at any size.
Giving a Brand New Life
Defibtech manufactures automated external defibrillators (AEDs) and related accessories.A few specific changes
have rendered the company’s logo simpler and cleaner,while more clearly defining its mission.Moving the heart
graphic outside the text enhances readability,and adding the bolt icon inside the graphic more accurately
represents the function and benefits of the company’s products.The simple typeface was retained,making the
logo easily recognizable to existing customers.
Hatching a More Polished Look
ChickMaster manufactures a line of incubators for poultry production around the world.The company’s revamped
logo showcases a fresh typeface and a bold color palette that communicates both the company’s dedication to
poultry production (yellow) and its long-held commitment to the environment (green).Note that the explicit chick
image is not necessary to convey the company’s product line.
Does your logo need a makeover?
Your logo is the face of your business. It can be one of the most eﬀective tools in
creating and maintaining your brand’s identity and inspiring trust and loyalty among
advertising agency serving companies in greater Philadelphia and New Jersey. Our
award-winning team can revitalize your logo using a unique design approach that
clearly conveys your company’s mission, culture, values and personality.
For more information, please contact us:
(215) 230.9024 » firstname.lastname@example.org » www.sagefrog.com