Renowned marketing and advertising veteran, Tony Koenderman, tasked Utopia with designing a new logo for his personal brand and tonykoenderman.com website. Tony is a seasoned journalist with 28 years of experience in writing, marketing and advertising. He is the associate editor of Finweek, as well as editor and co-publisher of Tony Koenderman’s AdReview.
His journalism has a reputation for cutting to the heart of industry issues with informed editorial, using incisive quotations from key participants. This insight triggered the idea behind the logo. Using a combination of type and quotation marks, the logo represents an abstract ‘TK’. The quotation marks are representative of a number of things, such as the fact that he’s been writing about the industry for decades, and his opinions are both valuable and quotable. The quotation marks, as a form of punctuation, also reference his abilities as a respected writer and journalist. Additionally, they portray his role as an avid collector and lover of industry quotes.
