Time to refresh some logos

Posted by & filed under Branding.

A lot’s changed since the ’70s. That’s why we’ve helped several organizations refresh logos that were originally designed back then. Not only did the logos look dated, but they didn’t reflect how the organizations had changed.

Any logo update should start with a definition of the target market, a brand statement, the tone and style of the organization, and a clear understanding of how the logo will be used. Establishing these criteria before design helps us develop a logo that is not only attractive and distinctive, but one that is true to your brand, that authentically represents who you are and what you do.

Concept Systems has developed a proven expertise in finding automation solutions for manufacturing systems. It focuses on precisely solving its client’s problems. The company’s original logo was developed by an engineer and was precise in its execution. But our challenge was to capture the brand’s uniqueness in a more approachable, contemporary way. The new logo also gave us a creative platform from which to design the company’s new website.

The city of Eugene recognized that its logo was massively outdated. It wanted something that stuck to its roots, but was more welcoming in both form and color. We worked with a team at the city to design the new logo, including detailed graphic standards to ensure the logo was consistently executed across the city’s many departments.

Beaudet Jewelry was ready to underscore its position as the area’s premier jeweler and its belief that jewelry is meaningful. It offers pieces unique to this market, as well as custom designed works of art. All are presented in a dark blue box that is often referred to as “the other blue box.” We created a logo based on that box and kept it clean, crisp, classic and enduring.

Here are a few more logos we’ve redesigned.

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Liz Cawood

Liz Cawood


Liz’s creative outlet is writing – and gardening. She’s dabbled in fabric arts and done a few oils, and even did some rock painting for “Flood the Streets with Art” last November. She’s a voracious consumer of content and enjoys the mental gymnastics of playing with ideas.