Spear Evolutionary-42

We think David Parks first used the phrase “Evolutionary or Revolutionary” to describe the two design paths when refreshing an existing corporate identity. We evaluate an existing logo to determine if the logo equity or recognition has value or if a new mark is more appropriate. Successful evolutionary logos carefully alter existing marks in a way that is not immediately evident to established customer bases.

This project for Spear, a Cincinnati-based labeling company, is a perfect example of how our careful manipulation of their existing mark makes it fresh, while not losing any of the existing equity.

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