Logo / Identity
GEaR is a group of skilled mountaineers with experience spanning search and recovery, logistics, geophysics, medical mountain rescue, and expedition medicine.
GEaR was interested in the idea of a logo reboot, but at the time, mustering the resources wasn’t possible. Robert Boulware (PTC Design Lead) being a Navy veteran himself, was so taken by their lost veteran recovery mission, decided to take on the challenge regardless. “I had an idea in my head and just had to see it”.
This completely unique logo is designed to raise their stature and bring additional meaning to one of their original recovery missions: to locate, recover, and repatriate 3 heroic American aviators buried in glacier ice in Greenland, lost since WWII. Their Grumman Duck amphibious airplane disappeared in a storm during its (2nd) daring attempt to rescue the crew of a downed B-17 using an audacious, untested ice landing technique. Previous missions have brought the team to the very edge of confirming the location of the wreckage.
About the design: A more substantive symbol
GEaR strongly identified with the raven for its ability to innovate, adapt, and navigate. A new identity brought an opportunity for additional symbolism and a more “active” look and feel. Both of which represent the determination and readiness of the team, and emphasize their operational and logistical experience. The raven locating and reaching for the dog-tag buried in glacier ice is a reference to their still active mission to recover the remains of pilot Lt. John Pritchard, radioman Benjamin Bottoms, and U.S. Army Air Corps Cpl. Loren Howarth.
The rendering style borrows from the first iteration of their raven logo in order to maintain a level of continuity.
Two logo versions were designed, a badge format and signature format. The wing breaks the circular plane of the badge logo to further highlight the action, while the type in the signature style makes a subtle reference to layers of glacier ice that GEaR is determined to penetrate.
On 07, Jul 2015 | In Logo / Identity | By plaidtractor
A re-invisioned brand for a 92 year old company
As the only woman-owned, independent distributor on the east coast, T&H continues to be a trail-blazing leader in electrical equipment, data, and automation. For these reasons, T&H is a fairly exceptional, family owned company (25th in the nation) that prides itself on its most enduring and valuable assets: customer dedication, reliability, and being a technical and logistical innovator.
challenge: Maintain the parent company’s name (Turtle & Hughes), apply fresh meaning to create a truly original brand signature
result: A mark that serves as an extension of the parent but with distinction, and symbolizes the advantages of energy independence, longevity, and durability. Valuable collaborations with Kittenchops illustration eventually led to the final turtle rendering.
Renewable energy startup PHOS (derived from Greek, meaning light) required a distinctive brand mark and an interim website that would best represent their high level of industry competence and credibility.
The encased sun is a reference to the group’s commitment to engineering solutions that capture as much of the sun’s energy as possible for their customers.
For an authentic feel P.T. leveraged custom letterforms by the artist to construct the look. An uppercase ‘D’ serves as a subtle background and stand-in for the lowercase ‘d’. The logo evokes her distinct style and signified her variable range.
The result of this effort was a more confident and distinctive look for PSG, a premier NW cancer fighting specialist. Two essential lines of emphasis were pursued: targeting cancer, signified through the lone, blue-embodied “G”, and the double meaning life preserver and targeting crosshairs, both symbols of their expertise in cancer fighting disciplines.
The typographic tone is slightly modern while retaining a friendly and approachable feel. The overall look was designed to exude a distinct level of competence, experience, and credibility.
This logo design successfully satisfied 3 main criteria for this independent title designer: exude a modern but timeless look, show relation to the sequence of film production (represented by the cell), and represent the relevance of post production title design for film, a critical finishing touch in the process.
challenge: Show a small scale feel and symbolize the purest mixture of ingredients to describe this local grower’s approach to organic farming and raw dairy output.
result: A pure feel coupled with a rich product has lead to a fiercely dedicated following by local consumers.