Original Logo Designs

This software company specialized in custom-designed applications specifically for agribusiness. AtarTec was involved in its branding from the company's inception, and helped with choice of name and symbolism as well as graphical and website design.

"TeLeM", is a Hebrew acronym for "Programs for Farm Administration". Also, the literal meaning of the word "telem" is furrow, and "walking in the furrow" is a colloquial Hebrew phrase for taking a comfortable and direct path to a goal.

The logo represents not only the furrows as a metaphor for the comfortable path, but also a rising sun, an easily understood symbol of fresh starts -- and an important factor for farmers. The colors, sunny gold and the deep green of fresh fields, were given tones that make them clear and legible across a variety of resolutions and media, an important consideration for companies that employ their logo in printed collateral as well as on the Web.

Richard Singer is an orthodontist who requested that his logo succinctly encompass:

• His professional qualifications
• A graphical illustration of how orthodontia straightens the crooked
• His slogan: "Nothing beats a great smile"

The overall approach was designed to be contemporary, bright, and equally appealing to young patients and their parents.

The previous logo for this organization had been overly ornate, with an integral photograph that reproduced poorly in print. The entire name, "The International Adhesions Society," had been set in a single size, which required a great deal of screen and print "real estate."

The logo has been greatly simplified. The word "adhesions" is visually stressed -- especially since this reinforces the url: www.adhesions.org. The font chosen is classic, dignified -- suitable for an organization that wishes to emphasize its authoritativeness and reliability. The green and violet bars introduce colors chosen by the client. Apart from tying the logo together visually, their alignment -- close to one another yet not touching -- represent relief from "adhesions", things that are stuck to one another. The logo reproduces well even at business card size. (Naturally the client was alsosupplied with copies of the logo that do not contain the green background color.)

Here the goal was to redesign an overly simplistic logo. The original was simply the name E. G. Coyle set in a single-size font with no kerning or customization at all. The current design reproduces well at all sizes and resolutions, has a subtle drop shadow for definition, and identifies the company's occupation. The simplicity of this logo echoes the photographer's elegant, modern style.

A visual representation of the company's function: analyzing feedback to questionnaires.

This organization offers original transliteration of Hebrew prayers. The Hebrew font is reminiscent of the typography found in prayer books and the English portion of the logo is -- rather than a transliteration of the Hebrew, "Kakatuv" -- a definition of the name.

Refinements of existing logos

Sometimes so much has already been invested in a logo -- in terms of branding and customer awareness -- that scrapping it and starting from scratch is impractical. In such cases, modifications are made, but enough similarity is preserved that the new logo can still be easily identified with the company or organization. Examples:

The company was wedded to the original typeface. However, the very busy background behind it was eliminated and the word Siena was given visual weight. Emphasis was also placed on "Inc" since the URL of the site is somewhat counter-intuitive: www.SienaInc.com.

The original logo was problematic for several reasons: the typefaces were too idiosyncratic for an authoritative organization; the words were nearly illegible unless presented in very large scale; the entire bi-lingual logo was very sprawling. However, money had already been invested in branding, including signage. The solution was to employ subtle changes -- to typeface, sizing, and layout -- while retaining the graphical profile.