Logo Design - Part Two

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.

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

The Design Art of Fine Art

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

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

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 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

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

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.