New Self Corporate Identity

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I've always been a Trekkie—in fact, my last birthday cake my family had a model of the Starship Enterprise NCC-1701 on it along with the words "Live long and prosper." So twenty years ago, when I started Boundless Creativity, naturally my thoughts on visualizing the name went to "The Final Frontier." I illustrated a red nebula with two smaller blue nebulae near by. On my first website I even had a "Star Trekish" sound track play when it opened created in Garage Band and combined with a couple of zoomy sound effects.

When I redesigned my website recently, I felt it would be appropriate to also redesign my logo and retire my nebula art. Combining a space science station at the edge of a deep space nebula with a battle starship and a fleet of fighter ships I had my new replacement for my "Boundless" visual.

3D illustration (detail)

3D illustration (detaii 2)

Next, I needed a replacement for my GillSans UltraBold font with something more "futuristic"—better yet, "retro-futuristic." I decided on 4114 Blaster—a font from one of my many font collections.

I made two modifications to the font—adding a clef to the middle right side of the "B" so it was more readable as a "B" and creating a combined letterform of a "U" and an "N." Additionally, I added a metallic beveled edge with a theatrical cyan under light and a diagonal light reflection on the purple face of the words.

Logotype (detail)

Conveniently, the "B" letter form creates a "C" with the inside negative space making it ideal for my new Boundless Creativity Favicon.

The final identity change was to replace the tagline "The possibilities are Boundless" with a more concise "No Limits." Neither the name of the company nor the tagline are very humble sounding, but working in advertising, having a little advertising "hype" always seemed appropriate.

With the new site, I decided to define the meaning of both the company name and tag to being about my clients, not about me. I added a "To Art Directors" page to explain my new premise: "Many think that “Boundless Creativity” and the phrase “No Limits” refers to the wide diversity of subject matters produced by Big Al Gruswitz. But it has more to do with you—the creative professional and the concepts you develop and present."

The page then goes on to discuss things that put limits on concepts such as budgets or trying to come up with "safe" concepts the client will likely buy. It goes on to explain that in addition to having a wide range of capabilities, "what Boundless Creativity offers is freedom! With years of experience as both an art director and illustrator, I bring the know-how to not just execute your most creative concepts, but to collaborate with you to bring your concept to the next level and exceed your expectations."

Sample Invoice Design

The battle star scene is too complex and has too many small details to work for various company promotional materials such as stationary and invoices, business card, and Facebook Profile Picture so to simplify I created images using just the science station with the nebula in the background.

Stationary (detail)