AtarTec specializes in Web site development. But because
a consistent visual identity is so important, services have
been expanded to include design of logos. (Naturally clients
are supplied with copies of the logos that do not contain
their website's background colors.) Several case histories
Original Logo Designs
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.
is an orthodontist who requested that his logo succinctly
- His professional qualifications
- A graphical illustration of how orthodontia straightens
- His slogan: "Nothing beats a great smile"
The overall approach was designed to be contemporary,
bright, and equally appealing to young patients and
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
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.)
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.
representation of the company's function: analyzing
feedback to questionnaires.
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:
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.