"Many think a company logo is their brand, but it’s much more than that.
A brand comprises many things. Our company logo is the most prominent
and recognizable visual element associated with our brand. A brand is the culmination of our logo, colors, typography and style of imagery we use in our marketing materials. It’s also our culture and the tone of voice our messaging portrays in any client directed communication in all media; including conversations or presentations you provide for our clients and prospects."
That was the opening paragraph of the introduction page I wrote
for the style-guide of the newly rebranded Progressive Impressions International. It was the first page after the Table of Contents
for all employees to read, understand and abide by.
Oddly enough we often joked if we ever had to create a new logo,
it would be a challenge. The name was 11 syllables and 35 characters.
As you'll see, simplification was the way to go.
My logic was, we called ourselves pii, our customers called us pii,
why use the entire name – it's more than a mouthful.
From a design perspective, only the outer shape of the "p" was
an actual character to begin with, then modified, the rest was vector drawn to create a symbol of merged letter-forms. The original p "counter" was elliptical, and I wanted oversized circular elements to match
what would become the dots to the i's.
This section is only a sampling from a larger collection of logos
I've created. The organizations range from considerably under
a million in annual sales to values over $2 billion, from tech and graphic arts to banking, airports, Indy500 teams, sports, automotive, eyewear and national leaders in insurance and school suppliers to The Netherlands equivalent of the American 911 system
of communications for fire, police and rescue.
