Client
Role
Branding development, visual, print, & environmental design
Tools
Illustrator, Powerpoint, InDesign, Sketchup
Overview
Capitol Distributing had two previous logos that were in use in various locations and no branding guidelines to speak of. They would generally throw royal blue on something and call it ‘branded.’
They wanted a more versatile logo and a comprehensive branding package to unify all company collateral. With the construction of a new distribution center this encompassed the creation of print, digital, and environmental elements as well as coordinating creation and installation.
Final Deliverables
- Updated logo and brand guidelines
- Brand icon set and pattern elements
- Templates for various document types including sales deck, business cards, flyers, and more
- Environmental design elements
- Trailer graphics program
Logo & Naming
We decided to move away from using the full name (‘Capitol Distributing’) in casual contexts. ‘CD’ and ‘Capitol’ are being moved forward as the default labeling convention. In official letterheads, the main logo, and building signage the full name is used to prevent confusion with other companies.
The biggest change in the logo was in the usage. Previously the CD mark was only used solo on embroidered shirts and there was a single vertical lockup that included a tagline that was being phased out. Because of this, I placed the CD mark inside of a container to create a stronger silhouette. This allowed it to read better when used on it’s own without the textmark, especially when placed on an image. The ‘CD’ breaks through the edge of the circle allowing it to integrate with its surroundings. Within the ‘CD’ mark I removed the serif from the ‘D’ in order reduce the possible ‘CG’ reading which was an issue.
Elements
COLORS
The primary brand colors are very monotone. The company had a strong preference for blue and navy. The teal was added to provide more variety and less of a techy/corporate feel.
You can read a few excerpts from the brand book to the left.
ICONS
I created three icon sets which are constantly being expanded. Detailed icon style guidelines aid other designers in creating new icons to fit in seamlessly with the existing sets.
One is a large set comprised of items the company distributes. It also includes some store-related icons, such as a register, cash, and shopping baskets. This icon set also comprises the standard pattern asset.
The second set represents larger and more complex ideas. This includes icons for the website and the company values. These icons are used primarily in the context of onboarding, recruitment, and internal marketing.
The third set is a variety of very simple icons that are useful in every day documents or where space is limited.
DOCUMENTS
Basic branding materials including business cards, access badges, an official letterhead, labels, stickers, email signatures, and packaging round off the core kit of print documents.
Generic and specific digital templates for powerpoint, word, excel, and outlook allow anyone to quickly open a document and meet brand compliance. Simple guidelines within these documents direct users to properly use presets and styles.
Sales decks, prospecting booklets, and other sales materials were constructed using the new branding guidelines. Catalogs, promotional books, event designs, and training materials were updated or created as well.
CUSTOMERS
Every customer-facing asset has been updated. This includes all catalogs, flyers, sales decks, and program documentation. I have designed new programs for customers including the Prospecting Kit and Welcome Kit. An anniversary program is currently in development as well.
PHOTOS & VIDEOS
I have been slowly building a library of internal ‘stock’ photos and b-roll for use in documents and adverts.
As we grew closer to the groundbreaking on our new facility, I created an internal interview-style video where company managers discussed what the new DC would mean for the company and the customers. I completed the entire project in 2.5 weeks so we could show it at the annual Trade Show.
I have completed several safety videos (in concert with an IT employee) and have more in development. I am the liaison between several stake-holders in the conception and ideation periods. As I begin to get scripts finalized, I bring in my colleague and we create storyboards, establish blocking, create a shot list, and schedule shoots. We conduct the shoots together where I mainly act as director and my coworker as the cinematographer and sound engineer. We both work together to edit the videos and I create any motion graphics needed.
Events
ANNUAL TRADE SHOW
SMALLER EVENTS
Capitol holds regular events throughout the year. These include a customer/vendor forum (speed dating-style meetings), customer advisory board, customer tastings, employee Truck Rodeo, and more. I oversee graphics and assist with planning for all events, ensuring everything is of the highest standard and meets our brand requirements.
Environmental
TRAILER GRAPHICS
The fleet had a variety of different graphics. The oldest truck had a logo actually painted on the side while the newest had a large blue swash and the logo in a partial vinyl wrap. There were also two large trailers that had branded wraps that were over 5 years old and really showing wear.
Upon researching cost for installation and removal of graphics, I began to look into alternatives. The proper solution would also allow for the company to sell trailer space to vendors as moving billboards.
I settled on a rail system that allows us to swap out large banner graphics that could also be stored and reused. The graphics were included in our marketing program and graphics were allotted for two year periods. This allows for decent return on investment for the price of the graphics, replacing end-of-life graphics with company branded banners until newer advertising banners are ready, and easy repairs upon simple damage. Vendors love the graphics because they’re more affordable than wraps, look better (no rivets!), and last a long time.
DISTRIBUTION CENTER
