Logo redesign, basic identity guidelines
The logo design project was an important part of the WILLCO branding strategy for the next segment of our business life. I am comfortable with your experience in marketing, design, and art and appreciate having a professional handling my project.
Although there were many steps in creating WILLCO’s new logo it was a very easy process. I appreciate your insight and input on the details of the logo as well as how it would affect the outcome through making changes to them. It was not expected to have the logo change course in the middle of the project, but when I felt like moving in a different direction you were quick to help and change plans as needed.
The final details were as thoughtful as all of the components put into the project. I received the final art files and have implemented the new logo into our daily business activities. It is very helpful to have one company work on all of our marketing projects, I like knowing the work we have performed with 420 on our logo will flow over into our future projects.
I appreciate the willingness of the entire 420 Creative staff to have WILLCO’s new logo tattooed on their bodies, they really stand behind their work. :)
—Primo Williams
The very first time we worked with WILLCO Painting & Construction was in 2004, which was to create their logo. We've worked with them on several projects since then and their logo has worked well. Five years later, however, WILLCO is doing great and owner, Primo Williams, saw the need for an identity / branding makeover.
Feeling like the logo was a tad out of date and, more importantly, didn't "feel" right for the marketing and strategic changes that Primo was beginning to implement company-wide, it was time to redesign. Our goals for the project included keeping the color scheme while making the company name more prominent than any other component in the logo. Additionally, WILLCO makes a clear distinction in their service offering: painting and construction. While that in and of itself isn't vastly different from other contractors, it's been the foundation for the company. So it was important to keep that in there and have other versions that speak to one or the other. In other words, the logo needed to be modular and flexible for various marketing strategies.
What we came up with (which is detailed in our 4-part series on our blog is a much more modern, bolder and "slicker" logo than before. It's primarily typographic and keeps the previous logo's color palette which was important to keep some brand recognition. It scales pretty well and is very modular in that 1) the WILLCO word mark can be separated from the bar and accompanying text and still maintain its strength, and 2) if needed, the text in the bar can be changed depending on the target audience of a particular marketing campaign.
