The Sterling Standards
Type: Branding, Brand Development • Tools: Adobe Illustrator, Adobe Photoshop
A professional services startup that focuses on consulting and professional development.
I was hired to create a brand identity for a newly launch professional service company. The CEO and I were on the same page from the beginning. He had a clear vision of what he want in a logo: sleek yet also corporate-like.
The objective had clear instructions that included: The "a's" in the word Standards needed to be the stand outs. The name Sterling could get lost in the logo. The (drop it like Facebook?) did not need to be included. A font-based logo as the primary and a logo symbol as the secondary. Last, a color palette that was predominantly silver and then black or red.
The brand identity developed as I created many mockups. I ensure the essence of the CEO's creative direction was always there. The logo symbol evolved from the "a" in the typeface. While a font-based logo was the primary objective it turned to be the second inclusion in this brand identity as the project developed. This development slightly changed the CEO's vision. The color silver became the secondary color and logo symbol as the primary mark. The result, the "a" aka the arrow pointing up is definitely the showstopper of this brand now.
