Down on the Farmstead

Seven Hills Farmstead is a specialty food business located in Rutland, Massachusetts. They select the freshest, most wholesome, locally produced ingredients from neighboring farms and use them to create their traditional, rustic Italian recipes.

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The Seven Hills visual identity and branding system needed to reinforce these principles. Hand-crafted, rustic and simple. Early within the design process, we realized the lock-up (typography + graphic elements + exterior shape) itself, needed to flexible and modular. Being able to “atomize” the lock-up down to the root logotype, would only add to the identities’ usage. The final system:

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Seven Hills Farmstead has committed themselves to providing customers with simple, clean, and savory specialty foods… sign us up!

 

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Be a Deer and Check this App.

JMKbloggeryDo you know a simply fantastic lady searching for an equally impressive fella? Using the Jess, Meet Ken dating site + app women recommend the great guys they know to other single women. What could be more powerful than that?
Given the unique backstory and decidedly different approach of the dating site, it felt appropriate we take an equally unique approach to the visual identity and branding. Avoiding the pitfalls of commonly used design aesthetics within their industry, we opted to let the doe + buck represent the service. Imperfect, human, and quirky, just like true love!

 

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Uber Rides = Good for Business

Last March, I was in an Uber headed to the airport leaving the frigid winds of Boston behind for a week in California. As one typically finds while riding in an Uber, the conversation was inspired and interesting. Turns out, the driver was a savvy, Haitian entrepreneur biding his time until he launched his coffee + produce import company.

As he handed me his business card, he immediately apologized for the quality of printing and paper stock (note to budding entrepreneurs, it doesn’t make for the most confident, first impression when you apologize right out of the gate for your branding + materials). As you might imagine, the conversation quickly changed once he asked what my chosen profession was. He mentioned his need for packaging design, and by the end of the trip we had plans to scrap the existing visual identity (and business cards) and develop an entirely new aesthetic. After learning more about his vision for the company and what differentiates them from the competition, we decided to add “Naturals” to the company name. Here is the updated Horizon Vert Naturals visual identity and business cards:

 

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Logo prior to re-branding:HVNoldscan

 

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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.
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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.
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Previous logo before Alphabet Arm got our hands on it:
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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.

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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:

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get up and glo…

glomagLogos

Glomag is the name, funky fashion is the game. Gloria Magale recently took her fun, personal, fashion project to a new level with an official brand: Glomag. Alphabet Arm worked with Gloria to refine the company name, and create a unique, cost effective, branding system. We developed hang tags, rubber stamps, apparel hem tags and a beefy set of 34pt. business cards which feature edge painting.

 

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When tasked with creating a mark that captured the edgy nature of Gloria’s clothing, we pulled inspiration from the clothes themselves. After a review of the line, we picked up on the common use of oversized flowers which felt like a bold differentiator to our eyes. We embraced the vibrance and overall shape of the flower when creating the logo, and developing the Glomag color palate. The type treatment was inspired by graffiti and black letter letterforms. The sum of the parts harmoniously create a beautiful, feminine, and edgy brand system.

Here are a few of our favorite additional Glomag logo treatments that didn’t not make the final cut:

 

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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
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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.

 

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Next, we updated the retail bag labels, utilizing the established framework developed for the business cards.

 

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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!)

 

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M to the C

 

We recently had the dubious honor of working with long-time-friend-of-the-studio, Maggie Cavallo. Maggie is a proud bay state based curator who needed a bit of personal branding for her various endeavors. Maggie’s exhibitions are typically performance based and focus on elevating underground / alternative subject matter to a fine art atmosphere. When it came to designing her logo, we wanted to create a logo that had a refined feel with a definite edge. The custom “M” and “C” letterforms framed by a system of bars offer a decidedly alternative feel, and might relate to yet another one of her creative passions (stay tuned here for more regarding that). The black and white color scheme and Futura Condensed Bold elevate the logo for a gallery setting.

 

When it came to designing her business cards, we thought long and hard about incorporating a tertiary color. In the end, we decided that the strong contrast of the black and white had an elegance and punch that was appropriate for the fine art world. Word up.

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Wave Hello!

Office System and Business Cards,Recent Logo Projects | Wednesday, September 5th, 2012

We just wrapped up a new branding project for a long-standing client of the studio. Stillwater Unlimited  –  a division of the Ferree Group, Inc. –  is an all inclusive, concierge level service that delivers best-in-class home services to their client’s doorstep. What does all this mean? High level property & lifestyle management, silly!  Given their white glove service and discerning clientele, we felt the need to have the identity share the same sophisticated and stylish attributes. The final logo features a rendered, monogram waveform set which was inspired both by the location of their clients homes (ocean front, lake side, etc.) and the luxury brands they have come accustom to. We paired that with trusty, typographical foundation, keeping the mark fully accessible.

Here is where some of the initial sketches took us:

And a sneak peep at their business cards:

 

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Freakin’ Laser Beams!

Office System and Business Cards | Wednesday, February 29th, 2012

Avid readers might remember the Loot logo we designed and posted a while back. To refresh your memory, Loot is an” industrial artifact and handmade goods emporium” in Turner Falls, MA. We think such a quirky shop deserves an equally quirky brand. With that in mind, we set out to design their business card with some real personality, complete with laser die-cut type. We called on LaserLogik in Syracuse to pull off this seemingly impossible task. Lasers, seriously! We were blown away to see the precision with which they executed the die-cut. Take a close look at how thin the “bridges” are on the stencil type. All in all, we like to think the Loot business cards are as memorable and unique as the shop itself.

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