The logo for Milwaukee's Electrical Wire Processing Technology Expo has stood the test of time since it was designed for Expo Productions in 2000. I used two pairs of coated electrical wires to create the iconic 'W' shape in a bold circle, with the stripped ends to add the finishing touch to their logomark. The monoline script font and copper-bronze color helped emphasize the word 'wire'. Branding concepts were designed to accomodate 2-color offset printing needs, and translate well to full color applications. Brand guidelines were established by usage of colors, fonts, and logo placement applied to direct mailers, floor plans, ads and other promotional materials. 

Branding for the Wire Expo has only been recently updated by Expo Productions in 2022, using a different color palette and font, while retaining the iconic 'W' logomark. The original logo served Expo Productions very well over the years, as it remained in use for 20 years!

Clients are often reluctant to edit down their text or adjust budgets to accomodate a larger format. Such was the case when I made those suggestions for the 2001 expo promo materials. I believed 'the client is always right', and opted to 'make it fit' as I was asked to do. More white space was reserved for the registration form, and other design techniques were used to highlight key selling points. IT was a satisfacroy design solution, the client was happy, and the expo show continued to grow over the years. While clients may still reluctant to reduce the amount of text on promotional materials, a great solution these is to keep ads and promo pieces minimal, and publish more in-depth content on their website. Simply adding 'Learn more on our website' prompts further engagement online, which is also one click closer to the ultimate goal - click to register or buy!

The original Wire Expo logo was still in use until 2020, and featured in this 2013 promotional video produced by Expo Productions >> https://youtu.be/WmsIsdTObS8 

The JRB Electric Inc. logo is another example of a logo that has stood the test of time. While not affiliated with the Wire Expo, it's another example of work I've done in the trades earlier in my career. Consistent branding was applied to business cards, letterhead, envelopes, and documents, as well as their growing fleet of trucks, signage, apparel, and eventually their website. Construction yellow and black colors remain appropriate for their industry, and the simple oval shape with a traditional serif font support an image of credibility.