As lead designer at Universal Graphics, a veteran owned creative and adaptive agency that specializes in healthcare and pharmaceutical marketing and labeling, I have taken on the responsibility of updating their brand. Previously, the company had two different logos that were often used simultaneously without much consistency. Universal Graphics also lacked a visual identity to support either logo, which is particularly important for a creative company to have. My goal is to update the agency's image and create a style guide that can consistently be applied to their marketing materials going forward in order to attract more clients and improve reputability.
Universal Graphics previously had two very different logos. There have been instances where they were both used at the same time, which has caused confusion and an inconsistent brand image. The original maroon logo had been updated a few years ago by another designer to offer a more modern look and feel. Universal Graphics prides itself on being a veteran owned business that often works closely with government related organizations. The updated icon with overlapping curved lines slightly resembles a bird's wings, synonymous with our country's freedom and patriotism, which fit the company's foundation. The colors also mimic CMYK and RGB color pallets to reflect Universal Graphics' print and digital expertise.
This updated logo has an impressive composition and meaning behind it, but still required a slight update. I took it a step further and changed the logo type to a bold font with better legibility. I also decreased the number of colors and softened them up while still retaining a hint of the CMYK/RGB pallet. Finally, I altered the shape of the icon to make it completely symmetrical and even on both sides.
