Casey Electric and Solar LLC
Logo Redesign Project
Logo Redesign Project
***All visuals, concepts, and ideas were creative directed and/or executed by GARDNERstudio***
THE GOAL:
For as long as I can remember, there has been a company by the name of Casey Electric in my hometown. That company has evolved and expanded into a solar and supply division, but the only think they haven't evolved is their branding.
For as long as I can remember, there has been a company by the name of Casey Electric in my hometown. That company has evolved and expanded into a solar and supply division, but the only think they haven't evolved is their branding.
In approaching this project, it was my goal to create something simple yet iconic that would represent them and the work they do now.
OLD LOGO BREAKDOWN:
My initial reaction after being a professional designer for all these years is that this logo is too complex. There are a total of eight elements to the logo, and two of them are outlines of the text alone. Elements four and eight are overly descriptive and would be better placed in context with the logo rather than in the logo itself.
NEW LOGO WITH OLD ELEMENTS:
Creating a new logo that would pay respect to the old logo is something I intended to do. That way old customers wouldn't be too jarred with the switch, but it would also work to attract new customers.
The new logo would be created with elements:
1) the lightning bolt
3) the red circle
5) the outline
7) the text
1) the lightning bolt
3) the red circle
5) the outline
7) the text
Elements two, four, six, and eight just crowd the logo and make it distracting rather than inviting.
NEW LOGO:
The new logo is sleek, modern, and iconic. Each element borrowed from the old logo was utilized in only a necessary way instead of a way that made the logo more busy. Logos are meant to be simple. Despite common belief, the more elements to a logo, the less ability that logo has to connect with someone that sees.
COLOR PALETTE:
To maintain brand consistency, I kept the new color palette similar to the old color palette. I feel that changing the logo and the colors is too much for existing customers and they may find it alarming.
Colors are an extremely important part of a brand's identity, and often have more powerful effects on brand recognition over the logo.
FONT CHOICE:
Toxigenisis is a sharp and bold font that screamed electricity to me. Finding this font was particularly challenging because the font in a logo based around text is extremely important. When I saw this font (after going through hundreds of fonts), I immediately felt a connection and knew it was the font to use.
BRAND PATTERN:
Brand patterns are utilized by thousands of brands to add to the customer experience. Sometimes brands need patterns more than others, but it's still not a bad element to have. Patterns can be seen on mailings, in the office, or on the store front!
SIGNAGE:
Appropriate signage is a tremendously important part of a brand's success. In this case, you can see just how well the updated logo would look on the current signage.
EMPLOYEE HOODIE:
Uniforms worn by employees on the job site are just as critical as any other aspect of branding. No matter which way you take it with the brand colors, this logo works extremely well and also introduces an elongated version on the sleeves.
TECHNOLOGY:
Technology is an ever-exploding industry that all businesses need to be a part of. Whether it's a simple social media page or having a mobile app developed, the logo must be adaptable to those mediums. In this case, you can see the logo being used as a potential iPhone background, as well as having it's own mobile app icon.
WORK TRUCK:
Not only should the employees be wearing uniforms with the new branding, but they would also be commuting to job sites in trucks wrapped with company branding. This essentially creates billboards on wheels, and works to advertise the company to other drivers on the road.
SEMI TRUCK:
When making some of those long-haul deliveries with goods from Casey Supply, it wouldn't be a bad idea to have a wrapped semi. Just like the work truck, the bigger truck becomes a way to advertise on the road.
STATIONARY:
Business cards, mailers, and brochures are all things that don't necessarily have to be utilized by every company, but the ability for the logo to apply to those mediums is important. This scenario highlights this branding's ability to be versatile and used in many ways.
WEBSITE:
A company's website is a company's digital storefront. Having branding that works on a website is essential in today's world. The logos I made for Casey Electric and Solar work on a website just as well as they work on a real store front, vehicle, and clothing.
LOGO VARIATIONS:
Branding doesn't mean you just make one logo and call it quits. Branding involves making multiple logos in different color schemes depending on the background they'll be used on. It's also paramount to have logos that work in tall environments, square environments, and wide environments.
COMPETITOR LOGOS - OLD:
Here we see some logos from the electric/solar industry. As you scan the logos, your eyes will likely be drawn to a particular logo that doesn't fit in with the others. Of course that is the old Casey Electric logo. There are just too many elements to the logo that make it stick out in a negative way compared to it's counter parts.
COMPETITOR LOGOS - NEW:
With the new logo added to the line up, it fits in great with the other high quality logo designs of billion-dollar companies. That kind of growth may not be the goal of Casey Electric, but regardless it's important to look the part when you want to play (and earn) like the "big dogs."
“We will make electricity so cheap, only the rich will burn candles.”
-Thomas Edison
-Thomas Edison
