Most of our projects begin with a clean sheet of paper and a lot of questions about brand promise, company mission and messaging, personality, goals and target audiences. This one was different. Having been in business for 10 years, Rosin Preservation had an established identity that they were proud of. And they didn’t want to confuse clients with a completely new design language because their core business wasn’t changing. They simply wanted a facelift, projecting a sophistication that would celebrate their decade milestone, honor their hard-won successes and feel of-a-piece with their new offices.
We began by deconstructing their existing logo. It had a distinctive '40s-era movie vibe (their first office was in Kansas City’s old Film Row block) that had graphic impact and was well-liked, but some of the letterforms were slightly inconsistent in line weight and spacing; the perspective lines that created the dimensional look didn’t all vanish to the same point; and that same perspective created a top-down point of view that felt a little awkward.
Take a look at the attached graphic for our design analysis and solution.
The new logo is crisp and contemporary. It honors the historical framework that is Rosin Preservation’s expertise while reflecting its 21st-century ethos. It offers a respectful, evolutionary (not revolutionary!) response to the client's needs. It nods to the past while positioning the firm for another decade of success, and establishes the groundwork upon which a unified graphic statement of print, digital and environmental platforms was built.
One final note: we always begin our design process in black and white because our objective at this point is to concentrate on form and legibility. Once we’re confident we have that nailed and receive client sign-off, we start exploring color palettes and supporting assets. We're writing about this next!