The Big Re-brand
Growing into our skin
Growing into our skin
Since its inception about five years ago, I wanted GladdenGroup Creative to have a very discernable vibe. A "ness" that would be identifiable from our logo, color choice, and as design snobs the world over know, our font. The all important fell needed to communicate that GGC was classy yet hip, serious yet tongue in cheek, cutting edge with a sense of tradition.
The earliest logo idea, replete with overblown drop shadow and ubiquitous leaf design.
Thought for about two months that we would go with the grunge look and brand everything in terms of "fire," "heat," etc...
All said and done, I still really like this one. But it was a little to New York and a little too Lance Armstrong. Plus, if it needed to be a watermark or on letterhead, it lost its distinction.
This almost seemed to have what I was looking for. If what I was looking for was to be an interior design studio. It's got nice color, a good mark, and a nice feel. Just a little too "eco" and a little too formal. Almost there.
I am still in love with this one. The font, the mark, spacing... But then the limiting nature of an old feeling mark requires relentless upkeep in making sure that the rest of the brand is coherent and matches the logo. I am keeping this one in the back pocket. Sexsmith may be on of the greatest fonts for a retro and forward looking design.
And then I found it. Cooolvetica closely spaced, Corbel with liberal kerning. A mark indicative of a "group", a marriage of formality and flow, of natural form and symmetry. Adaptable to any color palette and fantastic in black and white.
