We have been working with OperationHEATJAC, manufacturer of a unique heated garment for use in the O.R, for some years now. In that time they have extended their product offering to different markets. These changes have meant a slight restructuring of the business, which now operates under the name of HEATJAC with three divisions, OperationHEATJAC, HEATJAC for Motorsports and HEATJAC for Outdoors.
Time for a branding refresh!
We kicked off by tweaking the original company logo whose original design worked equally as well in a shortened version.
The website was also refreshed to better reflect the three division with an updated home page, new navigation and dedicated division shopping pages. The site was also moved to a different domain heatjac.com
You never really know where life is going to take you. When I relocated to Lancaster PA in January 2017 I never in a million years thought, that just a short 20 months later, I would be faced with the massive upheaval of relocating back to the Chicago area. To say I was sad to leave the tranquility and beauty of Lancaster, to the non stop hustle and bustle of the greater Chicago area, is an understatement. I was sad, really sad. But here I am, Indigo Image, the Chicago web and graphic design company is back in town, unpacked and ready for business!
We have been working with Restore North Shore, a Chicago remodeling company, for over five years now and in that time have built their entire visual brand – logo, business stationery, website, signage and even t-shirts. We recently created two new pieces to compliment their existing collateral, a folder and note card. The folder will be used for presenting new bids and the note card was deliberately left blank inside so it can be multi purpose…anything from a thank-you card to an introduction card.
Our previous brand image has served us well but we have been wanting to shake things up and redesign it for over a year now. Finding time has been difficult but we have finally rolled out a new brand image for The Chicago Web Designer, Indigo Image.
Lets start at the beginning with the first thing we tackled … an update of our logo.
We have dropped our rectangular icon replacing it with a circle but the “pathway” shape remains the same, the color indigo is now complimented with a fresh blue. We also updated the typeface to a less boxy font. While the logo is not a million miles away from where we started it is definitely fresher. The circular icon is nicely compatible with the size and shape restrictions for many social media profile icons ( see what we mean by checking out our Google + page)
One of the main drivers behind the redesign of our website is the fact there has been a huge surge in traffic from mobile devices such as tablets and smart phones. The growth is so massive it is actually predicted web traffic from these devices is set to pass traffic from desktop computers this summer. While we had coded our previous design to react responsively ( see this blog post), time constraints meant that we didn’t redesign …just recoded. It was a good stop gap but needed fixing!
Both the design and the code has now been optimized for viewing on any device.
The re design gave us the opportunity for some content re-organization. The main area we reworked was the portfolio section. It is now split into four categories
If you are a small business owner are you getting as much bang for your buck from your brand image elements as you would like?
Confused by what your brand image elements actually are?
Think logo, color palette, type faces and imagery. If your marketing materials are using a hodge-podge of colors and the look and feel of any printed materials don’t match the look and feel of your website, you are missing out on the chance of building that all important factor of “recognition” which is such a big part of branding.
Not quite sure if you are achieving this? Pull up your website, dig out your brochure, business card, an invoice, flyer, newspaper ad, etc. Do all of these materials look like they came from the same company?
Using your brand image elements effectively is not rocket science, the secret is defining them and then using them consistently.
Take a look at this lawn sign we have just created for Chicago small business, Heinzen Smith Properties
and compare it to their web site
It is quite obvious with just a cursory glance that these two marketing pieces are from the same company, the logo is the same, they share a color palette and both use similar design elements.
It is always fun working with clients who are as passionate about their small business as I am about mine – Janet Summerfelt , a health and wellness consultant and an independent distributor for Reliv, has such enthusiasm for her Chicago business. I have been working with her for about a year maintaining her web site and last month I gave a site a branding makeover. This month, I have taken the new branding elements and designed a graphic for the rear window of her car.
Being able to spread projects out on a month to month basis is often a real benefit for small business owners, enabling them to maintain a healthy cash flow.
I started working with Restore North Shore, a Chicago remodeling company, a few years back …creating a set of basic brand image elements for them … logo, color palette, type face selection. These element were then integrated into a website and more recently I have created Lawn signs, Car Magnets and t-shirts, working from the elements I originally established.
And here are the branding elements all working together, delivering a strong and consistent look for this small Chicago business.
There is something very satisfying about redesign projects. We were contacted recently by Chicago based Quadra Applications & Technology, who were looking for a new logo design. They already had a new website in the works and felt the time was right for a revamp of their identity- their main request was something that looked more professional.
In redesigning a logo it is not uncommon to work from some element of the old logo, whether it be the color palette, style of font or icon. In the case of Quadra we adopted the cube of their original logo, reworking it to encompass a sphere and connective framework. Teamed with a modern open typeface the new logo is much more fitting for the IT market they serve.