Project: Brand Identity Design
Client: ITMS, Inc.
Art Director: Geoff Matheson
www.itms-turf.com
At Geoff Matheson Studio, we strive to create meaningful, iconic logo and identity design for brands that suffer from under-achieving design. Through our design process, we create symbolic identities that properly communicate the values of the brand, create recognition amongst their audience and elevate them from their competition. These aesthetic changes are extremely valuable, and can greatly impact their bottom line.
This is evident in a recent project we completed for the organic lawn and plant care company, Integrated Turf Management Systems, Inc. After our initial consultation, it was apparent that ITMS suffered from an unprofessional brand (or lack thereof). Their brand used a confusing, dated logo and was used inconsistently on materials that did not communicate the value and benefits of their services.
At the beginning of the branding process, we discovered who ITMS was, what makes them unique and competitive, and who their audience was. ITMS provides superior lawn and plant care service that uses 100% natural, organic proprietary products. By evaluating a customer’s property, and providing a custom tailored plan, they create an ecologically balanced environment, right in their back yard! Through these lawn and plant treatments, ITMS is helping the environment – one yard at a time.
The new ITMS brand identity was inspired by the phrase “Green Plants, Blue Water” which is a cause and effect statement that became the voice of their brand. Essentially, through the use of ITMS’s services, you will help to create a greener environment (figuratively and literally) which in turn creates a healthier Earth.
After the initial discovery phase, we set to sketching thumbnails and creating digital comps. We had already defined our color palette of green and blue, providing a natural, organic aesthetic. We also knew that we needed an iconic logomark, that could be used in conjunction with the logotype “ITMS” or the full name “Integrated Turf Management Systems.” We always aim to create versatile brand identities that can be used in a variety of applications, while maintaining consistency of communication and appearance.
Our early comps included abstract representations of green landscapes and plants, blue water and sky. Upon presenting these preliminary logo comps, and several others, it was clear that the third option was the strongest, communicated our message appropriately, and would present ITMS as a high-end company. This was a huge improvement from the old logo!
After refining this mark, looking at multiple colors and typography options, and creating comped-up marketing collateral with the new logo as tests – we had our logo. Following the design of the logo, we went to work on crafting the brand identity. The identity uses consistent visual attributes to form part of the overall brand. We created the various versions of the brand identity, to work in multiple situations on different applications. We then went to work creating the stationery, marketing collateral, vehicle graphics, signage, apparel and website. Each piece was carefully crafted using the new brand identity, resulting in their overall corporate image.
Thanks for checking out the branding process used at Geoff Matheson Studio. While we always try to make our jobs short and sweet, they are much more complex and involved than this post suggests. We create hundreds of thumbnails, and dozens of digital comps – in order to achieve our goals and objectives.
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