Sometimes we need to step back and appreciate some of the incredible things our clients do. Or should I say the nearly 1,000,000 things. In this case, Arborjet, a leader in tree and plant sciences has saved more trees then I could have imagined. I knew it was a lot of trees…but not this many! With industry leading products and the support of a world-wide team of services providers, Arborjet continues to improve our lives in many ways. The brand is achieving the sales and recognition we have so diligently and patiently worked for, and by no means are we slowing down!
It’s always a challenge to develop a new logo for a client. And even before the pencil hits the paper, the clients needs are well understood. But when it’s time to design…the pencil is still king! Back in the 80’s when I started doing this there were really no Macs, and your sketch pad and pencil were your tool kit. At Emanio, we still think “pencil first, pixels last.” This old school method allows us to develop lots of rough concepts for our internal review, before we go digital. In the case of our client CLD, we knew what the logo had to represent. It had to feel innovative, smart, have movement and fluidity. We were pretty sure the “weird robot owl” wasn’t going to make the logo cut, but it was worth sketching. At the end of the creative day, it’s pretty cool to see that the initial pencil sketches for CLD had an influence on the final logo and proves that the computer isn’t the entire tool kit, but rather a part of it.
CLD produces award winning learning solutions for many high profile pharmaceutical, biotech, and medical device and diagnostic companies. Unfortunately, over the past few years, some components of their brand had become antiquated, while the competition in the market was growing. The CLD image was in desperate need of an overhaul!
With clients like Pfizer, J&J and Merck, CLD saw the urgency in putting the new branding in place. The redesign consists of a new identity, website, marketing collateral and overall shift in the corporate message. The new tagline, Learning, Creativity and Technology reflects the core competencies of what CLD provides for its clients and reinforces their commitment to delivering award-winning training materials. Each color in the logo represents one of the words in the new tag line and are used frequently throughout the collateral.
But if you were a grub, mite or any of the other pests that destroy our crops, yards and plants – I would be pretty worried.
We lose trillions of dollars each year in personal property and crops to pest infestations worldwide and we are becoming less willing to accept the toxic methods long used to control them. The introduction of AzaSol (derived from an Evergreen Indian Neem tree) from our client Arborjet may revolutionize the way we treat these pest problems.
“AzaSol will change the way the industry looks at azadirachtin (neem) products,” said Russ Davis, Chief Operating Officer of Arborjet. “It’s great news for landscapers, fruit growers and nursery care professionals who until now have struggled with the stability of azadirachtin products. Since AzaSol is the first powder-based water soluble product, it not only enables us to overcome this issue but also offers the highest concentrated product available at a very competitive price.”
The old days of boring Business to Business practices are long gone. At least in our office they are. Our B2B clients no longer accept the mundane and institutional work they see each day in the industry and their expectations are higher than ever in the work we produce. The gap between retail design and B2B has closed and the materials are no longer simply selling tools full of model numbers and text. They are now emotional, relevant and branded tools that still sell product, but also present the companies philosophies and mission. This has never been more evident than in the new collateral for ITT. We stuck to the fundamental principals using a detailed design architecture to help categorize materials and bring continuity to the many brands and products offered by ITT.