Typography

Earls

Earls was known for fun casual dining experiences, with their share of California & animal-themed motifs. Styles change and so had their target market (urban singles, modern couples). This logo—in use for a decade—reflected that shift, revealing a simpler grown up attitude for the restaurant chain. The classic Earls typography was replaced with a proprietary wordmark, accompanied by a graphic illustration denoting the new offerings in the bar & drink area of their sleek renovated space.

MT Enviro Tank

MT Enviro Tank specializes in the detection and removal of furnace oil tanks from residential and commercial properties with minimal disruption to the landscape. Their environmental consulting division, MT Enviro Tech, remediates soil contaminated by hydrocarbons from leaking tanks. To stay competitive and current, simplified naming and a brand refresh was required. The custom logotype uses color to convey each division's focus (land/earth vs. enviro/technical), while the graphic shape (oil drop or lifted tank) connects them visually.

St. Mary's Kerrisdale

Serving the Kerrisdale community for over 100 years, St. Mary's celebrated their centennial in 2011 with a rebrand. Inspired by the beauty and contemplative qualities of the stained glass windows, the logo uses spire shapes from Anglican architecture to help draw worshippers heavenward. The transparent interlocking 'M' shape evokes visual cues for the Holy Trinity, the community of worshippers, and the figurehead for which their parish was named. Other creative directions explored are also included here.

FInning

Long recognized as the largest distributor of Caterpillar equipment in the world, Finning desired a strong brand identity to balance the powerful product brand of CAT while unifying the Finning brand under a new platform of delivering Solutions and Services. The revitalized logotype with custom letterforms was designed to convey progressive confidence in their leadership position. UK typographer Jeremy Tankard, was hired to review the letterforms for any further refinements, advising me with minor changes to the letters F and G to increase readability at smaller sizes.

Yaaway Media

Yaaway Media was an online video sharing social network based on the non-religious aspects of Jesus. The quote marks in the logomark emphasize an exchange of ideas and communication, and represent the 4 books of the Bible chronicling Jesus' life. The cross in the negative space implies the underlying focus of this dialogue, while the color progression suggests a journey from discovery to acceptance. I developed the brand identity further with various print applications, icons and a website reskin.

Exchange-A-Blade

EAB (Exchange-A-Blade) provides building trades with high quality power tool accessories at competitive prices. The graphic shape surrounding the logotype is inspired from the carbide tip found in EAB's best-selling saw blades while the angled shape conveys an active, forward momentum found in their powerful cutting and drill products. StaySharp—their non-exchangable blade product line—was given the same slanted treatment and graphic A in the logotype thus creating a connection between both brands and reinforcing the sense of sharpness in the letterforms.

Logo Design

No design project is too small, where the need is just as great to convey the right brand personality of a given product or service that is uniquely theirs to own. My goal is to always create appropriate, thoughtful and distinctive results that tell compelling stories of what they do or mean to those they serve and connect with. Visual storytelling that sticks.

Cree Leadership Consulting

Cree Leadership Consulting partners with organizations to build and develop strategic leadership, with the goal to improve leader and team performance from within, to collaborate towards a united front, and to gain insights preparing key staff for senior roles. The colored arrowheads of the logo represent diverse groups taking action, directing change within towards internal growth, and the surname of lead consultant, Tara Cree.

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