Geometrically Speaking

Branding,Recent Logo Projects | Wednesday, March 18th, 2015

Another notch in the logo belt… presenting the new mark and business card we designed for Curl Simitis Architecture + Design. From their website: “With a deep appreciation for New England’s long tradition of craftsmanship and a love of contemporary design, Curl Simitis Architecture + Design’s work is unapologetically eclectic.” This brand identity was a great chance to revisit our roots of strong geometric design principals. The underlying grid structure is composed of 4 modular squares. At first glance the rectangular forms are a beautifully balanced abstract design. However, upon further investigation, the rectangular shapes reveal the negative spaces of the initials of C and S.

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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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Geometry in the Geology

Recent Logo Projects | Thursday, November 13th, 2014

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GeoOptics specializes in fiber optic sensors used to peer deep inside the earth for energy resources. Our goal in creating the new logo was the same as most any logo we design: distill the main idea of the company down to a simple, striking mark. Rather than getting overly complex with the fiber optic technology, we focused on a simple geometric approach that could depict the idea of seeing inside the earth — which is the broad concept that lies within the name: Geo (earth) + Optics (see). Our sketches capitalized on the fact that the initial G is based on a circle, so we iterated from there. It was important that the globe and the G have the same line weight to create unity. The placement of the bar of the G also suggests direction to the earth’s core.

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Alphabet Animal Farm, Part 02

Vista Clothing Company is among the new breed of conscious-minded  apparel companies that have a charitable giving commitment integrated within their business model.

Drawing influence from classic and iconic brands like Izod and Penguin, the Vista bird mascot will carry the lions share (no pun intended) of the branding responsibility. At it’s root, it is a simple and graphic form that is easily removed from the typographic lock-up. It features a subtle V form across it’s chest – honoring the company name. VistaLogo-Bloggery

The flexibility of the simple mark, not only allows the color palette to constantly evolve, but will make embroidery and skill-screening both cost effective and very clean.

 

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Alphabet Animal Farm, Part 01

Friends of The Bloggery, we hope this post finds you well. We are kicking off a series of recent logo projects that feature animals. Whether they are simple and iconic, or stylized brand mascots, an animal can often function as an ideal visual for a brand or service.

ScoutLogo-BloggeryThe Scout Tint Meter is an innovative, handheld, new tint reading device developed by a State Trooper.
Alphabet Arm was hired to conduct a Naming Exercise and create the initial step of the brand voice. We typically begin the process of name development by defining the audience the brand must speak to. We take a broad look at the competing brands (if they exist) and we define the characteristics and key brand attributes. Then we brainstorm, create word lists, free associations, brainstorm, mind map, and brainstorm some more. Generally, the sessions generate a furious list of hundreds of names. We dissect them, deconstruct and recombine. A significant part of the vetting process is rooted in online research to ensure none of the proposed names are being used verbatim. Ultimately, we look for simple answers to complex ideas.
In the case of Scout, avoiding the commonly used technical naming strategy (most often initial and number combinations) and utilizing a familiar pet name was the ideal solution. To offset the product name, we introduced a concrete, descriptive tagline. Pairing the new name with a focused, trustworthy, shepard illustration has already set Scout apart from the pack and reinforces their primary demographic of law enforcement professionals who will be using this device.

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Due to the nature of the mediums that will be branded (molded plastic tint meter shell, carrying case, operating instructions, etc.) the Scout logo system utilizes a number of lock-up options and a simple atomized version of the mark.

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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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Get it Straight.

Branding,Recent Logo Projects | Thursday, July 3rd, 2014

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Our clients, Promoboxx, just launched an event to empower retail companies with robust brand strategies. The event, named Aligned, is an invite-only event for manufacturing brand marketers, digital retailer marketers and sales managers who are looking to help make their retailers better marketers. Aligned attendees will collaborate with like-minded peers from the world’s top brands for a lively three day event, and leave with real tactics to assist retailers.

Naturally, they hired Alphabet Arm to develop an identity for the event (naturally – right?). Playing off the name and concept, we leveraged a simple, yet dynamic typographic mark to anchor the identity system. One of the key considerations of the logo was that it needed to complement the overarching branding of Promoboxx. In other words, the aesthetic, color palette and typography treatment needed to be carefully “aligned”.

 

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If you see Harold, simply say “Hey”.

Branding,Recent Logo Projects,We Heart Boxing | Thursday, June 26th, 2014

Alphabet Arm was tasked with developing an identity for an original web series featuring the legendary Judge and Analyst, Harold Lederman. Harold joined HBO World Championship Boxing broadcasts in 1986, and now has his own series discussing the sweet science and fight match-ups. Harold often refers to classic bouts when analyzing boxers and breaking down boxing styles. We were well aware of his great reverence for the rich history of the sport and used that as inspiration for the series logo. Like a left hook to the chin, it’s to the straight to the point and makes an impact.

 

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Need to get schooled in the art of boxing? Check out Hey Harold! This World Boxing Hall of Fame member knows!

 

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An Artistic Ecosystem Aesthetic

Branding,Recent Logo Projects | Thursday, June 12th, 2014

Alphabet Arm recently finished a branding project for a new home-grown arts organization.

 

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Alter Projects is dedicated to fostering social innovation with and for the arts. Built on the core ideology that a healthy arts ecosystem has a direct effect on the social, cultural and economic viability of our community, they design custom experiences with contemporary art and artists. Ensuring their clients with a new era of access, appreciation and support for the arts in Greater Boston and beyond.

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Expressing connection and customization in a static mark is an exciting challenge. The very literal name of the organization led the process in the creative direction; an alteration of letterforms. By leveraging the Gotham typeface, and it’s inheirant geometric qualities, it streamlined the dissection of its form. We painstakingly segmented the typeface in order to show its structure in an architectural way, alluding to the tailored and connected nature of Alter’s community. The logo can be used simply as a one color, in a multi-colored form (preferred) or in a dynamic state with integrated photography revealing the many faceted sides of the organization.

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