Berkeley Design

Logo, Simplicity

2012-02-01T07:45:00.000-08:00

When designing a logo for the competitive real estate market, it's best to meet with the client, understand their mission statement, and present clear ideas that achieve their communication goals.
We started with a bold, easy-to-read typeface for the shortened name, added a stylized letter "S" for visual interest, and identified the company business with a professional look.
Case solved.

Find out more about the Berkeley Design Art of Creative Direction.

For the simplified approach to real estate, contact Teri Murphy, cell: 314-780-4625 or email: MaryTeri@swbell.net.

Nineteen and Counting

2012-01-06T09:18:00.000-08:00

Clocking in a new year at Berkeley Design.
It's the dawning of our 19th year in the Art of Creative Direction.
Thank you to our loyal clients and welcome to our new business partners.

Discover the Art of Creative Direction at Berkeley Design, LLC.

Is That A Dinosaur?

2011-12-02T07:00:00.000-08:00

It's not often that you get to include a drawing of a dinosaur in an annual report. That's why I like working with The St. Michael School of Clayton.

Find more of the Art of Creative Direction at berkeley design.

What's the Headline?

2011-11-03T05:00:00.000-07:00

What do you write as a headline for the St. Louis Food & Wine Experience marketing campaign? Savor the Date, of course . . . a tasty choice of words.

Find more of the Art of Creative Direction at berkeley design.

Purchase your tickets to the tastiest show in town benefitting the Repertory Theatre of St. Louis.

Back on Schedule

2011-10-03T07:07:00.000-07:00

Earlier this year we designed the program for the annual Bob Costas Benefit for SSM Cardinal Glennon Children's Medical Center. We are proud to be a part of this project and have been working with Cardinal Glennon since 1999.

Thank you Cardinal Glennon.

Back to School

2011-09-20T10:47:00.000-07:00

Colorful new banners were part of the Welcome Back to School plan for the students at The St. Michael School of Clayton. Playground banners were created using the signature shield logo in diverse colors and playful sequences suggesting individuality and community at the same time.

Another New Year

2011-01-04T07:06:00.000-08:00

This is the beginning of our 18th year in business at Berkeley Design LLC.

Since 1994, you've been challenging us with projects large and small, from complex to modest. We've appreciated them all and thank you for your generous support.
As 2011 begins, we look forward to practicing The Art of Creative Direction when it comes to meeting your marketing and communication needs.

THANK YOU and best wishes for a prosperous year.

Painter +

2010-12-14T07:12:00.000-08:00

Artist SJ Hammack came up with the moniker, Painter + and asked me to create a brand based on her work. With the color, zest and zeal that's apparent in her work, the solution had to be clean and simple to allow the work to speak for itself.

The solution came with a contemporary interpretation of a mid-century design and color scheme. The type was kept crisp and in lower case for a more approachable and easily read look. A pattern of an abstracted plus sign adds emphasis to what lies beyond the artist's obvious abilities.
To view the work of SJ Hammack, go to http://www.sjhammack.com/ . To learn more about The Art of Creative Direction, visit Berkeley Design.

Greetings

2010-11-30T11:13:00.000-08:00

We began working with the New York firm, PhysioArts, in the late 1990s with the creation of a logo and identity system. Since then, we've been providing graphic design support for whatever their print communication needs are.
Each year, we are given free reign to create a holiday greeting card based on their logo. For the 2010 holiday season, we chose a postage stamp design with a fluid ribbon illustration and cancellation mark of Lady Liberty.
To learn more about The Art of Creative Direction, contact Berkeley Design.

Where Does A Logo Come From

2010-08-03T06:41:00.000-07:00

In the early 1980s, I worked as the publications designer for The Saint Louis Art Museum and recall the abundance of artistic inspiration in the nearby galleries. Years later, I often notice, in my design and my photography, how the works of the Masters subconsciously find their way into my work.

The above logo was created for a multi-faceted company with a wide range of products that addressed a multitude of consumers. Each entity worked as a branded business but maintained its relationship to the same company vision and philosophy. Creating an energetic and modular logo out of the company's initials so that areas were allowed their own movement within the overall context of the complete trademark was the winning solution.

Below is a painting by Frank Stella, one of my favorite artists and inspirations.

Encore

2010-07-06T10:09:00.000-07:00

I've talked in previous posts about the joy of working with the Repertory Theatre of St. Louis and here is one more example.
The Encore Circle's Planned Giving brochure was a pleasant project to design because the client/design team had a clear vision of what was to be accomplished from the start. With existing resources and a library of dramatic images, we were able to communicate the message in a clear manner and support it with engaging visuals.

Learn more about The Repertory Theatre of St. Louis and Berkeley Design LLC.

Logo, Brochure and Business Card

2010-06-01T11:44:00.000-07:00

A cost efficient solution to a request for a new marketing brochure began with an upgraded logo created from a standard typeface with a few redrawn letterforms. The signature door knocker was added to establish a welcome and elegant sensibility.
The brochure includes floor plans, site plans and amenities lists, all in a self-mailer format designed to print on a standard digital press to maximize paper stock and keeps costs in line.

Learn more about the Art of Creative Direction at Berkeley Design.

The Art of Creative Direction

2010-05-05T09:08:00.000-07:00

Good Design is Good Business.

Never underestimate the power of Good Design. Targeted, well executed solutions to marketing problems always hit the mark.

Since 1994, we've been serving up Good Design concepts that are aimed at meeting client goals.

Learn more about Berkeley Design.

We've Lost Count

2010-04-06T06:00:00.000-07:00

We've been designing The Gateway Green newsletter for so many years, we've lost count of the number of issues. Our working relationship began in the mid 1990s and has continued ever since.
Each issue highlights the grounds management of a local golf course and puts the spotlight on a superintendent and vendor that make up and support the Mississippi Valley Golf Course Superintendents Association.
A successful publication happens when you have continuous advertising support and an enthusiastic team of writers, led by an ambitious editor. Thank you Gateway Green for being one of our longest running accounts.

Learn more about Berkeley Design.

An Annual Design Project

2010-03-16T05:00:00.000-07:00

We've worked with SSM Cardinal Glennon Children's Medical Center and the Bob Costas Benefit since 1999. It started with our design of the logo and marketing materials and continues as an annual project.
The logo had to reflect the major gala power of celebrity hosts and special guests while being surrounded by the many organizations and individuals who proudly support Cardinal Glennon. The blue evening sky is lit up with search lights, and a casual, mid-century, showtime typestyle. Of equal importance are the illuminated stars that punctuate the background of the logo. This special event brings out the generosity in people and makes stars of everyone involved.
Order tickets for this year's event.

Learn more about the Art of Creative Direction at Berkeley Design.

Logo Design - Part Two

2010-03-02T06:00:00.000-08:00

Blue Horizons Consulting is a Marketing and Communications company that approached me to desgin a logo for their business.
The work that Blue Horizons does is very professional, thorough, accurate, and detailed so the logo had to reflect these attributes. A finely chiseled, elegant, classic typeface was selected to represent the character of the company. A symbolic letterform "B", enclosed within a global shape, suggests the broad reaching capabilities of Blue Horizons. It was only natural and fitting that the colors should be blue and green for earth and sky with a white horizon line cutting through the design to create depth within the company icon.

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The Design Art of Fine Art

2010-02-16T07:30:00.000-08:00

California fine art photographer Bob Kolbrener, asked me to create a direct mail piece for a collection of his original images titled Yosemite in Spring.
   I met Bob in the early 1980s when I worked as the graphic designer for The Saint Louis Art Museum. Over the years I've designed many collateral pieces and several museum books and catalogs for Kolbrener. He trusts me to create layouts that don't get in the way of his fine art photographs. Rather, the design, as Bob puts it, complements his art. I taught myself this discipline and call it The Design Art of Fine Art.
   As a designer, it's tempting to take large images like Bob's photographs and run type over or around them and make it a design of your own. But it takes more discipline to let the art stand on its own and create a layout that adds to the beauty of the imagery.
   With Bob's photos, it's always a win-win situation for me. I give him the room to showcase his art, and in return, I have an example of designing a unique solution for a unique client.

Learn more about the Art of Creative Direction at Berkeley Design.

Extra Heavy Duty

2010-02-02T06:40:00.000-08:00

Back in November, I posted a story of our relationship with Conveyor Dynamics Corporation. Since the mid 1990s, we've been designing marketing materials to suit the customer's needs.
Our most recent layout was for a company brochure that doubles as a folder with a vertical pocket to hold various inserts. The size and scale of Conveyor Dynamics' equipment is massive, so we usually feature it as a main graphic element (note the cover image and the human in the lower right-hand corner).
Much has changed in the past 15+ years, and we still find ways to effectively communicate our clients products and services.

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More Characters

2010-01-19T07:19:00.000-08:00

I recently completed designing the annual report for the Repertory Theatre of St. Louis and of course, the cast of characters for the cover layout is as unique as the theatre group itself.
I blended a wide range of actors, in period and dramatic costumes, to showcase the depth of the talent presented throughout the season. For the interior spreads, the text was highlighted with photo stills from the productions. Browsing the report is as engaging as a theatre performance.
Learn more about The Repertory Theatre of St. Louis and Berkeley Design LLC.

A New Year

2010-01-05T09:23:00.000-08:00

2010 begins the 17th year of the Art of Creative Direction for Berkeley Design.

January 3, 1994 was Opening Day for our company. Seventeen years later, a lot has changed with technology and the flow of information. But we still have our original staff and several of our initial clients.

A Cast of Characters

2009-12-22T07:47:00.000-08:00

With a cast of characters like Richard Nixon, David Frost, Joan of Arc, Dr. Jekyll and Mr. Hyde, it's easy to see why I like working with the Repertory Theatre of St. Louis. There's always a plethora of dramatic images to incorporate into the design layouts.
The materials I create for The Rep are always colorful, engaging and impactful; a winning combination for successful marketing. Information is presented in a clear and precise manner, with strong visuals to help spread their message.
The Repertory Theatre of St. Louis has a reputation for producing shows of exceptional quality and their collateral materials need to project that same heritage.

Learn more about The Repertory Theatre of St. Louis and Berkeley Design LLC.

Build A Brand

2009-12-08T07:32:00.000-08:00

Explore Green is a worldwide resource of the leading names and creativity about the environment and exploration. They represent scientists, adventurers, eco-celebrities, climatologists, and some of the top thinkers on the planet . . . about the planet.

Creating a logo and branding materials for Explore Green was a big challenge. The solution started with a hand drawn, contemporary, forward thinking typefont in lower case letterforms for a softer, user-friendly approach. The letter "x" was rendered in stencil form to suggest the human element or two pieces working together.

Colors were chosen for their strong, bright, clean, healthy appearance and to represent earth and space. A circular support symbol was created to indicate the many aspects of Explore Green. The kinetic shape suggests; the sun, growth emanating from a central source, many elements (people, cultures) working together, a bright future and a source of energy. The graduated tones within the symbol give it movement and power.

Building the brand with collateral materials is Phase Two of the project and draws on the character of the logo for inspiration.

Find out more about Berkeley Design.

Nobody Does It Better

2009-11-24T07:46:00.000-08:00

We began working with Conveyor Dynamics in the mid 1990s and have maintained that relationship ever since. Most of what we do for them is trade advertising, and marketing sell sheets.
Recently we launched a new series highlighting key words that define the Conveyor Dynamics company and product standards. Words that still mean a lot in any industry. Words like Innovation and Quality. We backed up these simple and accurate concepts with clean, white backgrounds and big, bold photographs of brightly colored manufacturing equipment. It's a solution that cuts through the clutter of industrial trade publications and leaves a lasting impression on the consumer.
A computer rendered, Conveyor Dynamics, three-dimensional metal plate helps brand the company as a substantial contributor to their industry.

The Worst Client

2009-11-10T08:44:00.000-08:00

Click on image for larger view.

I recently discovered who my worst client is . . . me. I'm impossible to please, don't know what I want, am extremely critical of my work and never happy with the finished piece. Until now that is.

When you're a graphic designer, it's extremely hard to sit in the client seat and design for yourself. Recently however, I was very pleased with the process and outcome of working with myself.

Besides my career as a graphic designer, I have an interest in creating fine art photographic images. To that end, I created LARRY TORNO PHOTO; a place for me to explore my creativity with a camera. Part of the process was creating a brand identity for myself and finding a way to market my work.

I started with a new logo; a very contemporary, streamlined look that is simple and elegant. To exhibit the work, I've begun working with the Bruno David Gallery in St. Louis. For market exposure, I'm creating a series of emails directed at a target market.

I actually like the work I've done for me, in spite of the fact that I put myself through the wringer to get here. Simplify is my mission and creativity is my goal.

To view more work, read the Torno Photo blog or drop me a line to be added to the E-Blast list.

Creating a Label and a Brand

2009-10-14T02:28:00.001-07:00

When Meramec Vineyards wanted a new label for their Missouri red wine, the question became "What could be more Missouri and red than a cardinal?"

Choosing a familiar sight and rendering it as a simple, clean illustration, brought immediate attention and recognition to a newly branded product. The visual builds on the emotional attachment the area has to the bird and the image clearly creates a presence in a crowded, retail setting.

For the Stark's Star label, the direction was to create a label that was uniquely shaped with a non-traditional look. The streamlined illustrative approach again proved to be the answer.

New World Red and Stark's Star are available through Meramec Vineyards .

Low Cost, High Impact

2009-10-13T06:00:00.000-07:00

Creating a palette of bright colors allows us to maximize the client's message impact with limited expense.

A flexible branding system gives a designer the freedom to adapt a layout to the situation while still remaining true to the graphic standards of a client's identity.

In this case, an Open House ad, running in the same publication for two consecutive months, is identical in layout, with changes only to the colors used. The result is a fresh look to an existing design at a minimal cost to the client.

Big Design, Big Art

2009-09-29T06:00:00.000-07:00

Recently, we completed a self-mailer for Bob Kolbrener Photography. We considered all the electronic opportunities available for marketing, and chose the traditional direct mail approach as the ideal solution for this situation.

Bob's work is best viewed in person but when that option is not available, a printed version is an excellent choice. By using an oversized, folded mailer, we were able to reproduce Bob's photos in a large format. The 12" x 27" layout displays the images in great detail. When you hold the opened piece in your hands, it's quite impressive; an experience that can't be duplicated online.

Logo Design - Part One

2009-09-15T09:00:00.000-07:00

Welcome to the inaugural issue of the Berkeley Design blog, a twice-monthly publication of what's happening in the studio. This is an opportunity to share with you what we're working on and how we're doing it. We'll post recent work and talk about the process of design, problem solving, and creative solutions. Your business means a lot to us and we're proud of the work we're doing for you. Join us as we share with you why we're in this business and why we enjoy working for you.

You're invited to post your comments and let us know what you think.

Creating a logo for a company begins, not with a layout, but with an understanding of the who-what-why-when-where-and-how of the client.

Keywords and phrases in the write-up for Momentum Coaching & Leadership were: practical, spiritual, nature-based, for women 40-60+, at career crossroads, professional level, high-end executive market, with a design that would be not too highbrow and not gray.

An approach of 3 concepts was presented with feedback leading to the selected design. Emphasis was placed on the word "Momentum" as a memorable brand recall point. The look began with a bold typeface that was redrawn for better clarity and paired with an illustrated green leaf, depicting growth.

The result is a contemporary, distinctive logo with a positive, healthy feel.