brand identity

Tanya's Soup Kitchen logo design is Tanya herself and a bowl of soup in the same image. The Tanya's Soup Kitchen logo design is a visual manifestation or metaphor to show Tanya is the equal of a true artist. Tanya puts herself into her creations, her art, her soup.
In the logo design Tanya's face is the bowl, her mouth is the spoon, her eyes are splashes/droplets and her hair is the steam. All the shapes and lines of this logo where drawn and drawn again then scanned into digital form and re-drawn digitally. All the edges and curves were smoothed and softened to invite the viewer and remind the consumer of how beautifully delicious Tanya's soups really are.
Tanya and the Tanya's Soup Kitchen logo design and brand identity have become interchangeable, recognized as one-in-the-same. All the graphic design in Tanya's brand identity reflects and has become the symbol for Tanya's attitudes and personality. Tanya has become more than a proprietor of  a sheik restaurant, she has become a food goddess and a beacon for sub-culture lifestyles and attitudes. The lines early anticipating a bowl of Tanya's amazing soup often extend from one side of the restaurant to the other and even out of the door. Tanya has become famous in the Wichita area and well know in the highest perches of the food industry.Join the attitude at
http://www.facebook.com/tanyassoupkitchen
http://www.facebook.com/tanya.tandoc
http://tanyassoupkitchen.com/

Tracy Holdeman is founder and creative director of Insight Design Communications, executive creative director of WhisperNewYork. His logo design, brand identity, website design and graphic design work has been recognized with over 100 national and international awards.

Published in brand + web

 

 

Points of Light Institute introduces logo design and brand identity by Tracy Holdeman. The brand is designed to attract new generations to civic engagement and will reach 83% of all school children in all 50 states.

 

New children’s education brand launch by New York based Whisper, and Whisper team member, Insight Design Communications, of Wichita, Kansas USA. Insight Design Communications specializes in exceptional logo design and branding across all mediums.
 A New York City based organization with a rich 15-year history is growing. Children for Children has joined forces with the Points of Light Institute, to create a new movement igniting the power of young people everywhere. Children for Children is growing to become…generationOn. The new logo design, brand property, was nationally unveiled during the National Conference on Volunteering and Service, hosted in New York. The logo design appeared on invitations, programs and news media backdrops. Previously, the new brand logo and corporate identity was featured during the NASDAQ opening bell ceremony in New York City. The logo design appeared on the NASDAQ big board and the logo design was featured on the big screen on Times Square.

 

The new generationOn brand property was created by Steve Cranford, CEO of Whisper. Cranford developed the market positioning, the property name, and the verbalized 5- and 30-second story behind the name. A Whisper team member, Tracy Holdeman, Executive Creative Director Whisper and Insight Design Communications, developed the brand logo design, brand identity and other corporate identity and graphic design elements for the new identity. The logo design will be seen all over the United States, especially in major cities like New York City, New Jersey, Boston, Washington DC, Miami, Kansas City, St. Louis, Chicago, Oklahoma City, Dallas, Denver, Atlanta, Los Angles and more.

 

About Insight Design Communications


Insight Design Communications is a graphic design studio specializing in exceptional logo design, brand identity, corporate identity and brand design across all graphic design mediums, including website design, social media marketing, print, advertising and environmental design. Tracy Holdeman is Executive Creative Director of Wichita based Insight Design Communications, and New York based Whisper. Tracy is one of the unique talents in the realm of visual communication. He has been a valued brand design partner of Whisper for more than a decade working on engagements accross the United States like New York, Washington DC, Dallas, Oklahoma City, Kansas City, Los Angles, Denver and around the world.

 

About Whisper

Whisper is a brand asset creator. Whisper creates value with branding. Whisper is a brand property developer. Rooted in communications strategy, Whisper creates intellectual real estate to generate returns, through effective market conversation designed to attract a wide audience. Whisper works with organizations so they may own the conversation® among competing product choices. Whisper client engagements span a variety of industries with organizations from North America to the Middle East and Pacific Rim

 

About Points of Light Institute

Points of Light Institute mobilizes transformational people to answer humanity’s call, whether for those struck by the headline, and the everyday. We show the way for people to tap into their own resilience and power to help others, and in doing so transform not only the lives of those we help, but also the lives of those who help. For people who answer this call, they are themselves transformed. As the largest volunteer mobilization network in the nation, Points of Light Institute includes more than 250 Action Centers that reach more than 83% of the nation’s population and extends into ten countries. generationOn is now a part of this powerful network, which delivered some 30 million hours of volunteer service valued at $615 million over the past year.
For more information: www.pointsoflight.org

 

About generationOn™

generationOn, newly created within the Points of Light Institute, is the largest youth volunteer service organization in the nation. generationOn combines the expertise of Children for Children and other Points Of Light Institute offerings, such as Kids Care Clubs, HandsOn Schools and the HandsOn Action Center-driven programs, together under one banner. generationOn includes over 30 youth programs that engage more than two million young people in all 50 states and internationally, and 1,800 Kids Care Clubs throughout the 50 states and internationally from China to Saudi Arabia. Benefits: Young people who volunteer just one hour a week are 50% less likely to abuse drugs, alcohol, or cigarettes, or engage in destructive behavior. In a study of high school dropouts, 81% reported that opportunities for real world learning, such as the opportunities provided by generationOn programs, would make their classroom experience more relevant. Service learning in the classroom has been shown to increase attendance, improve academic performance and motivate achievement as students see the results of their work creating a positive impact on others.
generationOn Engages: Teens, Tweens and Younger: generationOn is created as a brand property that kids may embrace and call their own, by helping young people develop as healthy, empowered, creative problem-solvers and leaders. Parents and Families: Equipping parents and influencers to unleash and affirm the power of young people to identify and solve challenges within their community. Teachers and Schools: By providing curriculum, tools and resources to educate and excite kids about service and civic engagement. Nonprofit Community: Building capacity for organizations across America to engage and value young people and families as volunteers.
For more information:
www.generationon.orgwww.childrenforchildren.orggenerationOn Opens NASDAQ

 

Tracy Holdeman is Executive Creative Director of Whisper and Insight Design Communications. You can see Tracy’s logo design, graphic design, brand design and website design work at InsightDesign.com, LogoDesignWichita.com, LogoDesignWichita.Blogspot.com, LogoDesignWichita.com/denver, LogoDesignWichita.com/dallas and LogoDesignWichita.com/kansas-city

 

Published in brand + web

 

This is what Greg Menefee, the marketing director, of JBS Swift & Company said, “It isn’t often that a graphic design or a single brand identity program can totally change perceptions of a company, its people, or products but it is safe to say that the 1855 Brand logo design, branding, website design and photography design is doing just that. Already we have secured wins in the NE United States (NY, NJ, CT, PA), Atlanta with Halperns, Tucson and Phoenix, Los Angeles, Las Vegas and a huge addition in Denver. Our new partnerships with Rastelli’s in NJ, Halperns’ in Atlanta, Out west in Vegas, Freedman / Sysco in Denver are bigger than mere industry/distribution wins. These four companies are huge players with tremendous reputations and successes in the industry - with their business the ripples from the 1855 Brand launch have become waves.”

 

We developed everything from logo design to New York bus signage to website design to retail signage and brand packaging and everything in-between. Most importantly we designed the brand identity, the strategic visual and implemented it on hundreds of items.

 

The 1855 Brand Promise:

HISTORY. EPIC EATING EXPERIENCE. PERFECTION.

 

HISTORY.

1855 Brand™ premium meats are a celebration of master butcher and company founder Gustavus F. Swift who, back in 1855, began hand selecting the world’s finest meats with an unmatched passion for excellence. The legacy of this visionary small town butcher began humbly with a $20 loan, courtesy of his father, to buy a neighbor’s prized heifer. Buoyed by his dream to deliver the freshest, safest, highest-quality meats to customers across the country, he invented and patented the first refrigerated rail car. It would become a cornerstone of the 150+ year heritage of groundbreaking G.F. Swift innovations in meat quality, safety and processing. 1855 Brand premium meats pay homage to our founder and his heritage with a premier level of quality that would make G.F. Swift proud. And while his legacy of industry firsts will never be rivaled, establishing your own legacy is what 1855 Brand premium meats are all about. After all, your legacy is the one that matters most.

 

EPIC EATING EXPERIENCE

G.F. Swift 1855 Brand™ premium meats are an epic eating experience. For those who truly know their beef and pork, this is nirvana. We start by selecting the finest cattle and hogs in the nation. Then each cut is hand selected for exquisite marbling, creating unmistakable flavor and incredible juiciness. Swift 1855 Brand premium beef and pork is then perfectly aged to ensure sublime tenderness. That’s important, because marbling and aging remain the keys to indulgent flavor and tenderness. And while our lofty quality standards set 1855 Brand premium meats apart, it is our unprecedented commitment to verifying such incomparable quality that puts our premium meats on another level. From animal selection and product quality to food safety and delivery of finished cuts, the 1855 Brand quality verification program is so exacting, even perfection gets a long look. It’s all part of delivering a consistently exceptional eating experience, every time.

 

PERFECTION

All 1855 Brand™ beef is a statement maker. That’s because we start with the biggest selection of the very best cattle in the nation, bar none - at incredible availability. It becomes even more special as we hand select and hand trim each cut, using only the highest quality upper 2/3 USDA Choice beef. We then apply the industry’'D5s most demanding quality standards for marbling and aging at every turn, and execute tight trims for higher yields. To understand just how superior 1855 Brand beef is, all it takes is one heavenly, tender and juicy bite. It all happens in a limited number of select state-of-the-art plants located in the heart of America’s cattle country. From sourcing to food safety processes to tight trims, we maintain quality control over everything.

 

The 1855 Brand launch included logo design, stationary system, website design, brand packaging, direct mail, retail hanging posters, outdoor advertising, photography design and art direction, large and small case dividers, 3’ wide case header, cap and apron, back-of-house poster and educational material, flexographic shipping packaging and all elements of graphic design.

 

This logo design, brand identity and graphic design elements will appear in Kansas City KS, Greeley CO, St. Louis MO, Washington D.C., Denver, CO., Dallas, TX., St. Louis, MO., New York, NY., Los Angeles, CA., Oklahoma City OK, and more. Tracy Holdeman is Executive Creative Director of Insight Design Communications. You can see Tracy’s graphic design work and website design work at InsightDesign.com, LogoDesignWichita.com, LogoDesignWichita.Blogspot.com, LogoDesignDenver.Blogspot.com, LogoDesignDallas.Blogspot.com, and LogoDesignKansasCity.Blogspot.com. Tracy Holdeman is a professional logo designer and brand designer with extensive experience in creating logo designs for business.

 

 JBS™
1770 Promontory Circle
Greeley, CO 80634
970.506.8000

Published in brand + web

Thanks to our Guest Blogger, Jeff Faflick, Marketing Director at Carlos O'Kelly's.

 

Inspired rebrand.

Long time regional Mexican restaurant chain Carlos O'Kelly's rebrands.

 

Carlos O'Kelly's rebranding was designed to reach a new, younger audience, changing the way, people perceived the 30 year old restaurant chain. Once Carlos O'Kelly's determined that, rebranding was necessary, the next question was how much? Would Carlos O'Kelly's, need a radical rebrand, a subtle rebrand, or somewhere in the middle? One of the, influential individuals at the forefront of this rebranding effort was Jeff Faflick., Jeff is the Marketing Director at Carlos O'Kelly's and has been in the marketing and, advertising industry for 26 years. "Our existing brand was towards the end of it's lifecycle, our vision was to captivate a new younger audience while keeping the vast majority of our current customer base intact" said Faflick. Carlos, O'Kelly's moved first to define their brand in the realm of ideas. Carlos O'Kelly's brought in Tracy, Holdeman, Executive Creative Director of Insight Design Communications. Tracy guided, them through the brand promise process. Once their brand promise was in place, Insight developed a number of logo designs and creative solutions. Eventually, Carlos O'Kelly's, focused on the "twisted pepper." Upon completion of the logo, Insight created, all the brand identity materials, including new menus for lunch, dinner and carryout, as well as, carryout bags and various store graphics. Throughout the the rebranding process, Carlos, O'Kelly's worked to develop a new set of menu items which focused on more hand, held foods and unique flavor combinations to inspire a new clientele. "Some of the dishes were not finalized until the last hour. That process of renewal will be a consistent practice at Carlos O'Kelly's". said Mr. Faflick

 

 

The brand promise boiled down to "Inspired Mex", which in the Carlos O'Kelly's vernacular means is an entire set of ideas.

 

Inspired Mex

Carlos is redefining the Mexican dining experience. We believe that those things that inspire us will inspire you, too. Think inspired food served in inspired ways by inspired people. We’ll do the searching, the finding, the refining and you can sit back and enjoy the rewards of our efforts.

Limitless

Inspired Mex is not a destination; it’s a journey. If you come along with us, we promise there will always be something new and exciting around the next bend in the road -- endless opportunities to delight. after you order it, and just the way you want it.

Fresh

We make our salsa fresh everyday. Our food is made from scratch and we oven-bake it to get the fully developed flavors of a home-cooked meal. Everything we bring to your table is made one plate at a time, just after you order it, and just the way you want it.

Quality

Quality is the result of doing a thousand little things right. The best ingredients brought together in the best possible way by people who care about what they’re doing. It is the caring that makes all the difference.

Unique

Inspired Mex is Mexican with a twist. Having a name like Carlos O’Kelly’s gives us the freedom to bring the flavors and fun of Old Mexico together in new and interesting ways. Generously sprinkled across our menu are signature items that are uniquely Carlos.

Family Owned

Our family has owned and operated Carlos O’Kelly’s all the way back to that first inspired moment in 1981. Why does it matter? Who loves something more than the creators? Who is going to care more about the restaurants’ reputation than the people who have spent 30 years cultivating it? It matters to us.


MenuCoverLogo

Carlos O'Kelly's logo design.

 

DinnerMenuInside

Carlos O'Kelly's menu design.

 

http://www.insightdesign.com/index.htm

Published in Guest Blog

We developed Vornado's Brand Promise, a new strategic brand identity and retail packaging identity that changed Vornado's future. The solution came in radical simplicity and a revolutionary anti-branding information architecture. We even re-named all of Vornado's products the same name for each product category and developed a new universal tagline for each product category. Crazy simple. Insanely simple. All the air circulator products are now called 'Whole Room Air Circulator" which is the brands "unique relevant benefit". This also allowed us to position Vornado and the original--leaving the competition to imitator status. Plus, we made the package design communication ultra clear by fully explaining what an air circulator is and what it means relative to a fan with the tagline, The tagline reads, "The fan that circulates all the air." Now Vornado's brand and brand packaging is differentiated from competitors and clearly positions Vornado as the definitive category leader and innovator. It's so simple and so clear it dominates the retail shelf. Until this new brand packaging Vornado failed for years to gain space on Target's lucrative retail shelves. 

 

With this new packaging, they not only got on the shelves but, according to Mark Zarich Director of Sales at Vornado the buyer actually said, "The packaging was the best in category." The brand packaging is selling so well Vornado has doubled their SKU's. 

 

The package is built as a sequential graphic design structure with each panel leading to the other building one concept on the previous. The graphic blue strip on the front right edge with the cut out arrow encourages turning the package to the blue panel which explains how Vornado circulates all the air. The graphic green strip with the cut out arrow on the blue panel encourages turning the package to the green panel which explains how whole room air circulation saves energy and money and makes a room more comfortable. The graphic black strip with the cut out arrow on the green panel encourages turning the package to the black panel which list benefits. The front panel states and explains Vornado's "unique relevant benefit" while all the other panels support that assertion. It was all developed out of the 'Brand Promise" and that's what we mean when we say strategic graphic design. What we developed with and for Vornado was, "Intelligent. Superior engineering. Innovation". From this we created the new brand packaging identity which Target said was the best packaging in the category and it got Vornado on Target shelves for the first time in their long history. Relatively the same products just different brand strategy and packaging. We didn't just say they were "Intelligent. Superior engineering. Innovation" but we designed an intelligent and innovative package and branding that showed superior engineering. The contextual approach, brand strategy, logo and graphic design embody the brand promise. 

 

Insight Design Communications is a breakthrough brand design studio with extensive experience in brand packaging. Client: Vornado. Work: Logo Design, Brand Promise, Brand Strategy and Architecture, Brand Guide or Corporate Identity Brand Manual, Brand Packaging for all categories; Wholeroom Air Circulator, Wholeroom Heaters, Wholeroom Humidifiers, Wholeroom Personal Air Circulators or Fans and Wholeroom Air Purifiers. Brand Product Brochure and Brand Story Brochure and Vornado Trade Show Graphic Design. 

 

This logo design and brand identity will be visible throughout the United States and in cities like Kansas City, Kansas, Wichita, Kansas, Dallas, Texas, Oklahoma City, Oklahoma, Denver, Colorado, New York, New York, Los Angeles, California, and Europe and Asia. 

 

We didn't just say they were "Intelligent. Superior engineering. Innovation" but we designed an intelligent and innovative package that showed superior engineering. We even re-named the products and came up with the new tagline. All the products are called 'Whole Room Air Circulator" which is their "unique relevant benefit". But what does that mean to the average consumer? The tagline "The fan that circulates all the air." explains it in one line. The package is designed sequentially, each panel leading to the other. The graphic blue strip on the front right edge with the cut out arrow encourages turning the package to the blue panel which explains how Vornado circulates all the air. The graphic green strip with the cut out arrow on the blue panel encourages turning the package to the green panel which explains how whole room air circulation saves energy and money and makes a room more comfortable. The graphic black strip with the cut out arrow on the green panel encourages turning the package to the black panel which list benefits. The front panel states and explains Vornado's "unique relevant benefit" while all the other panels support that assertion. It was all developed out of the 'Brand Promise".

Published in brand + web

What makes Larkspur different?

 

The rebranding of one of Wichita's historic restaurants meant changing an old "cowboy" bar and grill graphic design look to a fresh, unique and surprisingly new logo, website and brand identity. The logo is now a retro-modern stylized larkspur flower stuck by a fork. The "Bohemian" style illustration gives a simple logo image character and depth. The brand logo is anchored with historical, yet contemporary typography to fit Larkspur's bistro and bar cuisine, atmosphere and attitude. The full breadth of the brands typography is modern and historical with revamped old foundry fonts used in combinations reminiscent of the Old Town era and area that the Larkspur restaurant stands within. The logo design and brand colors are both retro and modern with a traditional brown combined with a new age cyan blue. It's bright and fresh.

 

The brand website is designed to instantly communicate Larkspur's brand promise with a large visual menu that illuminates Larkspur's four engagement benefits; atmosphere, great wines, delicious cuisine and a better banquet and catering experience. The website design is built around those four differentiators. They are built into the functionality and content of the Larkspur brand website architecture. A secondary menu makes available all the usual information consumers expect. The Larkspur website design uses iconography, photography, space, shape, size, color, words, interaction and movement to take the consumer through an ideal brand experience.

 

In creating this distinctively different logo, brand and website design look, feel and architecture fundamental differentiators were exploited. Larkspur's values and consumer touch point to experiences were defined into the brand design.Four different fonts and unique simple colors were orchestrated, combined and modified to make this new Wichita logo design distinctively different.

 

Insight Design Communications is a logo and brand design graphic design firm with an exceptional record of success. Client: Vornado. Work: Logo Design, Brand Promise, Brand Strategy and Architecture, Brand Guide or Corporate Identity Manual, Branded website and Facebook page, and other graphic design elements like; Menus, Uniforms, Stationery, Signage, Business Cards, Gift Cards and Advertising.

Published in brand + web