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Into Thin Air

I love this business. It’s creative, exciting and challenging. The biggest down side? Good work can occasionally end up in the trash. The reasons are as varied as the creative solutions themselves. I think it’s a testament to what it takes to create a winning design solution. With so many brands, logos and systems criss-crossing the marketplace, developing unique, relevant work — and then getting it produced and in the marketplace — can feel pretty daunting.

As creators, all we can do is embark on the journey. That means we do our research, learn as much as we can about our clients, their businesses and their audiences. And then ultimately produce work that the client and our team are incredibly proud of.

In the meantime, here’s an example of a recent project that went to that big trash can in the sky. This was a complex, year-long brand architecture and identity assignment for a parent company and its four product brands. Unfortunately, just as we were receiving final approvals from our client, another well-known company in the same market launched their new logo. The similarities told us we had to walk away from our work. Difficult? Yes. The right answer? Yes.

The system Phinney Bischoff developed was inspired by the concept of holistic engagement. The circular shape represents a unified whole and global perspective. The flowing lines are intended to represent patterns in nature; the sun, the earth, grass, water, the horizon, and animals. The multi-color themes convey international, adventure, conservation and play, with icons that are intended to be unique, fun and memorable.



Parent Brand

Parent Brand

Product Brand 1

Product Brand 1

Product Brand 2

Product Brand 2

Product Brand 3

Product Brand 3

Product Brand 4

Product Brand 4


May 9, 2014
codyrasmussen

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