Get Your Bath On

Family owned and operated for over 50 years, the Murray Design showroom showcases a variety of bath and kitchen appliances from top industry brands. The Murray Design marketing team felt the previous identity and branding were no longer representative of the products they offer. Furthermore, they were concerned the branding didn't connect with their changing demographic.
Alphabet Arm set out to create a clean, sleek identity to reflect the beauty of Murray Design's product collection and honor their talented team of designers. Drawing inspiration from the curvature of the many fixtures and appliances found in the showroom, we rendered a mark that embodies both a faucet and an M that embraces a sophisticatedly, minimal aesthetic. For the color system, we utilized a calming blue and a metallic silver, naturally representing both water and the reflective finish found on many of Murray's products.
Previous logo before Alphabet Arm got our hands on it:

This report, just in…

Branding identity It is the duty of the court reporter to record spoken word in the form of written language. This documentation process is invaluable in a courtroom setting, as well as for live captioning for broadcast television. Reporting companies – more often than not – bare rather lackluster branding, but Jones & Fuller Reporting decided that it was time for Alphabet Arm to give them a new look to stand out from the pack. The process began with a conversation regarding the company name itself. J&Fbloggery In order to depict the note-taking nature of Jones & Fuller's business, it was important that the mark featured both the appearance of a “verbal” graphic element to imply speech as well as an element based in writing. By dividing the form of a speech bubble in two and making one half representative of a transcript, we create an opportunity to visually explain the responsibilities of court reporting itself. Once the logo re-brand was complete, Alphabet Arm developed the system of office materials and marketing collateral.   Branding identity Branding identity Branding identity Logotype + naming prior to Alphabet Arm's re-branding: J&Fpriorlogotype

Grace(note) Under Pressure

"Alphabet Arm has been great to work with. They're professional, human, creative, and in touch. All of these attributes made re-branding with Alphabet Arm an enjoyable and valuable undertaking."
Patrick Barter, Founder, Director - Gracenote Coffee Roasters
If you know anything about Alphabet Arm, you know we are almost as passionate about coffee as we are about branding. So, when these worlds collide, we are happy designers. Initially, Gracenote reached out to us to develop some branded merchandise for them. After discussing the state of their current identity and it's inherent challenges, it was determined a re-brand was in order. Beyond the new typographic updates and streamlining the color palette, we also finessed the graphic elements themselves, creating a kinder balance between the lock-up elements. The next step was to propose new business card layouts. Given their aesthetic, utilizing a robust chipboard stock and a new graphic language to contain and organize information seemed to serve their needs.
  GracenoteBCards   Next, we updated the retail bag labels, utilizing the established framework developed for the business cards.   GracenoteBags   Now, we are receiving all kinds of fun images from the founder sharing his various applications as he is exploring branding opportunities with the new logo. He seems as inspired as we did (not to mention, he fueled our creativity with several bags of his spectacular product!)   GracenoteSignage01

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Before + After,Recent Logo Projects | Monday, June 3rd, 2013



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Before + After,Branding,Recent Logo Projects | Wednesday, April 10th, 2013

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Before + After,Recent Logo Projects | Wednesday, April 3rd, 2013


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Before + After,Recent Logo Projects | Wednesday, August 15th, 2012

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Before + After,Recent Logo Projects | Wednesday, January 13th, 2010
ProctorCam is a virtual proctoring service offered to test takers and organizations that administers tests online. We were recently approached by the CEO to update their brand. The prior logo felt a bit too obvious, dated and fluorescent in our opinion. Staying true to our logo process, our goal was to keep things simple but present ProctorCam with a more sophisticated identity. The new icon within the lock-up stands on it's own and reads initially as a "P" until the color break reveals a seamlessly integrated "C." We presented quite a few color options once the basic composition of the logo was approved. Getting buy-in to veer away from the old color scheme proved to be the biggest stumbling block, all credit to our client for trusting us enough to make the leap. The new logo feels more legitimate, trustworthy, and a lot less web 2.0.

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